Systems and Methods to Provide Voice Connections via Local Telephone Numbers

ABSTRACT

Methods and apparatuses to dynamically allocate location dependent telephone numbers to facilitate voice connections between people. One embodiment includes: responsive to a request from a user, selecting a telephone number from a plurality of telephone numbers of a connection server to match a location indicator of the request; embedding the telephone number in an advertisement, the telephone number to be used by the user to initiate a telephone call to the connection server for further connection to an advertiser of the advertisement; and providing the advertisement with the telephone number of the connection server as a response to the request. In one embodiment, responsive to receiving the telephone call at the telephone number of the connection server from the user, whether to play a prompt message to the user is determined based at least in part on statistic data about telephone calls collected at the connection server.

CROSS-REFERENCE TO RELATED APPLICATIONS

The present patent application is a continuation in part application of:copending U.S. patent application Ser. No. 11/565,554, filed Nov. 30,2006; and, U.S. patent application Ser. No. 11/565,546, filed Nov. 30,2006 and claimed priority from Provisional U.S. Patent Application60/862,710, filed on Oct. 24, 2006. The present application claimspriority from Provisional U.S. Patent Application 60/944,751, filed onJun. 18, 2007. The disclosures of the above referenced priorapplications are incorporated herein by reference.

TECHNOLOGY FIELD

At least some embodiments disclosed relate to telephonic connections andadvertising in general and performance-based advertising in particular.

BACKGROUND

Telephone systems allow users to conduct real time two-way voicecommunication. Traditional land-line based telephone systems connect onetelephone set to another through one or more switching centers, operatedby one or more telephone companies, over a land-line based telephonenetwork. Traditionally, a telephone connection is based on a circuitswitched network.

Current telephone systems may also use a packet switched network for atelephone connection. A packet switched network is typical in a computerdata environment. Recent developments in the field of Voice overInternet Protocol (VoIP) allow the delivery of voice information usingthe Internet Protocol (IP), in which voice information is packaged in adigital form in discrete packets rather than in the traditionalcircuit-committed protocols of the public switched telephone network(PSTN).

Cellular networks allow a cellular phone to connect to a nearby cellularbase station through an air interface for wireless access to a telephonenetwork. Recent developments in wireless telephone systems allow notonly voice communications but also data communications. For example,cellular phones can now receive and send short messages through a ShortMessage Service (SMS). Web pages can now be retrieved through wirelesscellular links and displayed on cellular phones. Wireless ApplicationProtocol (WAP) has been developed to overcome the constraints ofrelatively slow and intermittent nature of wireless links to accessinformation similar or identical to World Wide Web.

Telephone companies provide a number of convenient features, such ascall forwarding. Call forwarding of a telephone system allows a user ofa phone at a given phone number to dial a specific sequence on the phoneto cause the telephone system to forward incoming calls addressed to thephone number to another specified phone number indicated by the dialedsequence.

Telephone systems are frequently used in conducting business. Telephonenumbers are typically provided in advertisements, web sites,directories, etc., as a type of contact information to reach businesses,experts, persons, etc.

The Internet is becoming an advertisement media to reach globallypopulated web users. Advertisements can be included in a web page thatis frequently visited by web users. Typically, the advertisementsincluded in the web pages contain only a limited amount of information(e.g., a small paragraph, an icon, etc.). The advertisements containlinks to the web sites that provide further detailed information. Incertain arrangements, the advertisers pay the advertisements based onthe number of visits directed to their web sites by the links of theadvertisements.

Performance based advertising generally refers to a type of advertisingin which an advertiser pays only for a measurable event that is a directresult of an advertisement being viewed by a consumer. For example, inone form of performance-based search advertising, an advertisement isincluded within a result page of a keyword search. Each selection(“click”) of the advertisement from the results page is the measurableevent for which the advertiser pays. In other words, payment by theadvertiser is on a per click basis in such advertising.

SUMMARY

Methods and apparatuses to dynamically allocate location dependenttelephone numbers to facilitate voice connections between people aredescribed here. Some embodiments are summarized in this section.

In one embodiment, a method includes: responsive to a request from auser, selecting a telephone number from a plurality of telephone numbersof a connection server to match a location indicator of the request;embedding the telephone number in an advertisement, the telephone numberto be used by the user to initiate a telephone call to the connectionserver for further connection to an advertiser of the advertisement; andproviding the advertisement with the telephone number of the connectionserver as a response to the request.

In one embodiment, responsive to receiving the telephone call at thetelephone number of the connection server from the user, whether to playa prompt message to the user is determined based at least in part onstatistic data about telephone calls collected at the connection server,an average speed of making calls by the user during a period of time,whether a valid telephone number of the user can be determined via anautomatic number identification (ANI) service, a preference receivedfrom the user prior to the telephone call, and/or whether a location ofthe user as determined for the telephone call is outside the geographicarea represented by the telephone number, etc.

The present disclosure includes methods and apparatuses which performthese methods, including data processing systems which perform thesemethods, and computer readable media which when executed on dataprocessing systems cause the systems to perform these methods.

Other features of the disclosure will be apparent from the accompanyingdrawings and from the detailed description which follows.

BRIEF DESCRIPTION OF THE DRAWINGS

The present disclosure is illustrated by way of example and notlimitation in the figures of the accompanying drawings in which likereferences indicate similar elements.

FIG. 1 shows a method to establish connections for real timecommunications according to one embodiment.

FIG. 2 illustrates a user interface for the creation of an advertisementaccording to one embodiment.

FIG. 3 illustrates an example of a user interface to manage availabilityfor receiving phone calls according to one embodiment.

FIG. 4 shows a diagram illustrating a method to select a type oftracking mechanism with a corresponding reference for embedding in anadvertisement according to one embodiment.

FIG. 5 illustrates an example of telephone call tracking mechanismswhich can be selected according to one embodiment.

FIG. 6 shows a diagram of a system to make and track phone connectionsaccording to one embodiment.

FIG. 7 shows a system including a connection server configured on apacket switched network according to one embodiment.

FIG. 8 shows a connection server according to one embodiment.

FIG. 9 shows a block diagram example of a data processing system whichmay be used in various embodiments.

FIGS. 10-12 illustrate methods to prompt a customer responding to anadvertisement according to one embodiment.

FIG. 13 shows a structure for the customization of a prompt to acustomer responding to an advertisement according to one embodiment.

FIG. 14 shows a method to provide prompt according to one embodiment.

FIG. 15 shows a method to determine whether to play a prompt identifyingthe callee based on various indicators of the likelihood of a call beingnot for the callee who is currently associated with the phone numberbeing called according to one embodiment.

FIG. 16 shows a method to dynamically allocate local telephone numbersaccording to one embodiment.

FIG. 17 shows a method to provide a voice connection via a localtelephone number according to one embodiment.

DETAILED DESCRIPTION

In the following description, for purposes of explanation, numerousspecific details are set forth in order to provide a thoroughunderstanding of the description. It will be apparent, however, to oneskilled in the art that embodiments of the disclosure can be practicedwithout these specific details. In other instances, structures anddevices are shown in block diagram form in order to avoid obscuring thedescription.

Reference in this specification to “one embodiment” or “an embodiment”means that a particular feature, structure, or characteristic describedin connection with the embodiment is included in at least one embodimentof the disclosure. The appearances of the phrase “in one embodiment” invarious places in the specification are not necessarily all referring tothe same embodiment, nor are separate or alternative embodimentsmutually exclusive of other embodiments. Moreover, various features aredescribed which may be exhibited by some embodiments and not by others.Similarly, various requirements are described which may be requirementsfor some embodiments but not other embodiments.

In the disclosure, the term “advertisement” may refer to variousdifferent forms of presentations to attract attention or patronage. Anadvertisement may be simply a listing of identity and contactinformation (e.g., in a web page, a print media, a telephonic listingservice, etc.), or a passage including one or more statements aboutbusiness offering, etc., or a banner with graphical content and/oranimation embedded in a web page, or a voice message presented in avoice channel (e.g., radio broadcasting, a voice portal with InteractiveVoice Response (IVR), which may accept user input through voicerecognition or through keypad input generated Dual Tone Multi-Frequency(DTMF) signals), or others.

FIG. 1 shows a method to establish connections for real timecommunications according to one embodiment. In FIG. 1, user A (121)provides a contact for real time communication, such as a telephonereference of the user A. The contact can be used to establish aconnection with user A (121) through a communication network. Forexample, the contact can be a telephone number of a landline,traditional analog telephone, a cellular phone number, a phone numberwith an extension, a Universal Resource Identifier (URI) such as aSession Initiation Protocol (SIP) URI, a user identifier of a VoIPapplication, a user identifier of an instant messaging system, etc.

The contact of the user A (121) is stored in the database (125); and areference is assigned to represent the contact. Instead of providing thecontact to customers, the reference representing the contact is providedthrough the media (127) to user B (131). Thus, when the user B (131)uses the reference to request a connection with the user A (121), theconnections resulted from the advertisement can be tracked to evaluatethe performance.

In one embodiment, advertisements can be distributed via a number ofmedia channels operated by a number of demand partners. The referencecan also be assigned to identify the demand partners and/or the mediachannels used to distribute the advertisements. In one embodiment, theinformation obtained from tracking the demand partners who areresponsible for the delivery of a communication lead is used tocompensate the demand partner for each delivered communication lead.Alternatively, the demand partners may be compensated according to theadvertisement presentations made for the advertiser; and trackedinformation can be used to determine the performance and/or the costeffectiveness of the media channels.

In one embodiment, the reference can be presented via a variety of mediachannels, such as a virtual reality environment, newspaper, magazine,telephone directory, web search results, VoIP user terminals,interactive maps, banners, directory assistance service, onlinemarketplace, mobile communication devices, radio, cable/satellitetelevision, interactive television, web television, voice portal, webportal, online auction site, blog, email, bulletin board, refrigeratemagnet, brochure, etc.

In FIG. 1, the user B (131) can use the reference obtained from media(127) to request the connection provider (123) to establish a connectionor facilitate a communication channel for real time communicationsbetween the user A (121) and the user B (131). The connection provideruses the database (125) to determine the contact of the user A (121) andthen make a connection between the user A (121) and user B (131) usingthe contact of the user A (121). Alternatively, the reference mayinclude an encoded/encrypted version of the contact of the user A (121)which can be decoded/decrypted without relying upon the database (125).

In response to the user B's request for a connection, the connectionprovider (123) may establish two separate connections to the user A(121) and the user B (131) and then bridge the two connections toconnect the user A (121) and user B (131). For example, the connectionprovider (123) may determine the reference from a connection establishedbetween the user B (131) and connection provider (123) and then furtherbridge the connection to the user A (121).

In one embodiment, the connection provider (123) may provide a separatereference to represent the user B (131) and allow the user A (121) tosubsequently callback to the user B (131) via the reference thatrepresents the user B (131), if the user A (121) is not currentlyavailable for real time communications. The connection provider (123)may schedule an appointment for the user A (121) and user B (131) for areal time communication session. The connection provider (123) may senda notification to the user A (121) to inform the user A (121) about therequest for a real time communication.

In one embodiment, the connection provider (123) tracks the connectionsmade via the reference for billing for the advertisement. For example,the connection provider (123) may charge the advertiser for eachcommunication lead deliver to the user A (121).

A communication lead may be limited to a distinct, separate customersuch that repeated calls from the same customer within a predefined timeperiod may not be counted as separate communication leads. In oneembodiment, the communication lead may also be limited by the durationof a communication session, such that a short session having a durationshorter than a predefined time period may not be counted as acommunication lead, and/or a long session having a duration longer thana predefined time period may be counted as more than one communicationlead.

In one embodiment, a number of communication leads may be bundled as apackage for a subscription fee, or a bid price. Further, the delivery ofcommunication leads may be bundled with an offer of a telecommunicationservice package. Alternatively, the advertiser may specify a bid pricethat is to be charged for each communication lead delivered, or a bidlimit (e.g., maximum bid) which is to be resolved into an actual bidbased on the bid prices of competitors in a category for a specificgeographic service area.

FIG. 2 illustrates a user interface for the creation of an advertisementaccording to one embodiment. The user interface may be presented via webin a web browser.

In FIG. 2, an interface (141) allows the advertiser to describe an offer(or a switch pitch, or a cross sell, or some advertising content). Theadvertiser can specify the business contact information for theadvertisement, including the business name, street/mailing address,phone number and fax number. The advertiser/seller is encouraged to tellcustomers via concise marketing messages what is being offered and whythe customers should call the advertiser/seller. For example, theadvertiser is encouraged to include promotional offers in the marketingmessages to get buyers to call the advertiser. Examples of promotionaloffers include: “Call today and get $5 off,” “Free consultation-limitedtime,” and “Call now and save 10%.”

In one embodiment, an audio and/or visual advertisement is generatedbased at least in part on the information submitted by the advertiservia the user interface (141) (e.g., for presentation via virtual realty,directory assistance service, search result, etc.)

In one embodiment, a short audio advertisement is generated based on theconcise marketing message (e.g., two sentences, each having a lengthlimit, such as 35 characters). The concise marketing message can be readby a human to generated a recorded audio file for a short audioadvertisement, or be converted into an audio message via atext-to-speech synthesizer. In one embodiment, the audio advertisementalso includes the business name.

In one embodiment, a visual presentation of the advertisement may beused to supplement the audio advertisement. For example, the address ofthe advertisement can be presented in a visual advertisement, togetherwith additional information that is specified in the business profilepage of the advertisement. In response to a request from the customer,the visual component of the advertisement can be sent to the customervia an SMS message, via an email, via a custom application, via aweb/WAP page, etc.

In one embodiment, the advertisement is sent to a user device in textaccording to a pre-determined format (e.g., in XML or a custom designedformat) to allow a client application running on the user device topresent the advertisement in a custom format. For example, the clientapplication may present the short marketing advertisement in an audioform via a text-to-speech synthesize and the present a selected portionof the advertisement as an animation (e.g., present an electronic couponvia an animation). For example, a Java applet can be downloaded into thebrowser of the user to facilitate VoIP-based phone communication andperform at least part of the text-to-speech operations to enableimproved compression in transmitting audio advertisements.

In one embodiment, when an advertisement is presented to the user via aweb or a virtual reality environment, the short audio advertisement canalso be included; and the audio advertisement can be playedautomatically or after the user selects the advertisement.

In FIG. 2, the interface (141) may be implemented as a web page.Alternatively, an advertisement may submit the advertising content via acustom client application, or via a message gateway (e.g., an instantmessage, an email, an SMS message, etc.). In one embodiment, one or moreadvertisements can be uploaded into a server via a spreadsheet, or via aweb service interface.

In one embodiment, the system converts the text input received from theadvertiser into an audio advertisement. In one embodiment, the audiofile for the advertisement is stored in the advertisement database;alternatively, the text input can be converted into the audioadvertisement (e.g., via a text-to-speech synthesizer, or a humanannouncer) when the audio advertisement is needed. In one embodiment,the machine synthesized audio recording are stored in the database for aperiod of time and deleted if not used after a predetermined period oftime, or when the usage of the audio advertisement is lower than athreshold.

FIG. 3 illustrates an example of a user interface to manage availabilityfor receiving phone calls according to one embodiment. An advertiser mayspecify the day and time of availability for accepting the calls forreal time communications. Based on the availability, the system mayschedule the presentation of the advertisements/communication referencesmore effectively and block unwanted calls.

In one embodiment, the system can store multiple phone numbers of theseller. The system can intelligent route a call to the seller accordingto the preference of the seller. For example, in FIG. 3, theadvertiser/seller may choose a preferred phone number from a set ofphone numbers of the seller to receive incoming calls using the optiongroup (161) in the user interface (15 1). The seller may indicatewhether the seller is currently available to take calls or is to betaken “off call” (e.g., using the check box (159)).

In one embodiment, the system allows the seller to specify the scheduleto receive calls; and the schedule (153) is displayed to the seller in agraphical way to help the seller to manage calls. In FIG. 3, the userinterface (151) includes a link (163) which can be selected to display auser interface (not shown in FIG. 3) to manage the schedule (153).

In one embodiment, when the schedule or the check button (159) indicatesthat the advertiser/seller is currently not available to take calls forreal time communications, the system can decrease the priority of theadvertisement for this advertiser, or stop temporarily the presentationof advertisements for this advertiser. When there is a call intended forthe advertiser at a time when the advertiser is not taking calls (e.g.,according to the schedule), the system can block the call, or direct thecall into a voice mail for the advertiser, or arrange a call at analternative time, or obtain a callback number to allow the advertiser toinitiate a callback to the customer.

In FIG. 3, the user interface (151) also includes a summary of callactivities. Buttons (157 and 155) can be selected to show graphicalrepresentation of the call activities and further details of the callactivities.

As the phone calls pass through the system, a wide array of informationcan be collected and tracked, including day/date/time of calls, durationof calls, call status (answered, no answer, busy), inbound phonenumbers, etc. Such tracked information can be used in countingcommunication leads generated from advertisements. For example, whenmultiple calls are made from the same user to the same seller within aperiod of time (e.g., a day or a week), or in connection with the sameoffered or auctioned item, these multiple calls can be considered as onequalified call or a single lead.

In one embodiment, different types of communication references can bedynamically selected for advertisements to represent the contactinformation of the corresponding advertisers. A communication referenceused to represent the contact of an advertiser may be a traditionalphone number with or without an extension, a click-to-call reference, aSIP address for VoIP call, a click-to-reveal reference, etc. Thecommunication reference can be embedded into an advertisement to countthe communication leads generated from advertisements, to track thecontributions of demand partners who operate media channels to presentthe advertisements to customers, and/or to track other aspects ofadvertising, such as partners who bring the advertisers/sellers to thesystem and the keywords responsible for the selection of theadvertisement for presentation.

In one embodiment, the tracking mechanism used for a particular versionof a particular advertisement is selected from a number of availablemechanisms, based on one or more considerations such as the volume orfrequency of calls generated from the advertisement, the conversion rateof the advertisement (e.g., the ratio between a count of presentationsof the advertisement and a count of communication leads generated fromthe presentations), the price per communication lead that the advertiseris willing to pay for the advertisement according to a price bidspecified by the advertiser, a potential revenue for a particular partyin the advertising activity, a classification or category of theadvertisement (e.g., the category of service or product advertised inthe advertisement), a geographical area served by the advertisement, thedemand partner who is going to present the advertisement (e.g., thesuccess rate of the demand partner in reaching viable customers incomparison with other demand partners), etc.

FIG. 4 shows a diagram illustrating a method to select a type oftracking mechanism with a corresponding reference for embedding in anadvertisement according to one embodiment. In FIG. 4, multiple types oftracking mechanisms are used in the system. The tracking mechanism usedfor an advertisement or a version of the advertisement can bedynamically selected and changed. For example, different versions of anadvertisement can be generated for delivery by different demandpartners.

In FIG. 4, a pool (189) of different types of references is maintained,such as local phone numbers (171), 800-numbers (173), 888-numbers (175),877-numbers (177), and 866-numbers (179). Some of the references can bedynamically generated and used, such as extensions (181), SIP addresses(183), click-to-assign references (185) and click-to-callback references(187). In one embodiment, one or more of the references are selected andused as the assigned reference (193) that is embedded in theadvertisement (191). In one embodiment, the assignment is based at leastpartially on factors related to the advertisement, such as call volume,conversion rate, revenue potential, category, geography, demand partner,etc.

In one embodiment, the reference of a particular type is selected andassigned to the advertisement when the advertisement is being requestedfor delivery. When the advertisement is subsequently requested, thepreviously assigned reference can be used. Alternatively, when theadvertisement is subsequently requested, a different reference of are-selected type can be selected and assigned to the advertisement,based on the considerations such as the call volume in a past timeperiod, conversion rate, price bid, etc. After the new reference isassigned to the advertisement, the previous reference can be assigned toa different advertisement.

In one embodiment, before the expiration of the previously assignedreference for an advertisement delivered by a demand partner, a newreference can be assigned to the advertisement for delivery by the samedemand partner. Thus, multiple references can be associated with a sameset of parameters in a time period. Further, since some of thereferences can be re-assigned to a different advertisement, onereference may be associated with multiple sets of parameters (e.g., fordifferent advertisements). In one embodiment, when a reference isassociated multiple sets of parameters, the parameter set that is mostrecently assigned to and associated with an advertisement has thehighest priority; and when the reference is used to request acommunication connection with an advertiser, the customer can beprompted to confirm the set of parameters (directly or indirectly)before the set of parameters are used to connect the customer to theadvertiser.

In one embodiment, a communication reference that is specific to aselected tracking mechanism is allocated or selected or generated for aparticular advertisement. The communication reference is embedded intothe advertisement to generate a particular version of the advertisement.

In one embodiment, the tracking mechanism is selected at a time when theparticular version of the advertisement is needed for presentation(e.g., when the version of the advertisement is to be delivered to amedia channel, a demand partner, or to a web browser of a customer). Thecorresponding communication reference is allocated or selected orgenerated when the tracking mechanism is selected.

In one embodiment, the selected tracking mechanism can be dynamicallychanged at a time when the particular version of the advertisement isneeded for presentation (e.g., when the version of the advertisement isto be delivered to a demand partner or to a web browser of a customer).For example, the tracking mechanism used in an advertisement that is tobe presented via a particular demand partner can be upgraded ordowngraded based on the statistical data collected from the pastactivities related to the advertisement.

In one embodiment, a version of an advertisement can have multipleassigned references corresponding to different types of trackingmechanisms. For example, a version of an advertisement may include a SIPaddress, a reference to arrange a callback and a reference to request anassigned phone number.

The SIP address may be presented in a click-to-call format via a VoIPapplication. When the customer has a VoIP application readily available,the customer may choose to make the phone call via the SIP addresswithout requesting for a traditional telephone number.

The reference to arrange a callback can be implemented as a link or abutton labeled as “Request a phone connection through calling me back”.In one embodiment, a form to take the callback number is presented withthe link or button. Alternatively, when the link or the button isselected, a further interface (e.g., a web page, a dialog box, etc.) canbe displayed to guide the customer through the process of connecting thecustomer to the advertiser through calling back the customer.

The reference to request an assigned phone number can be implemented asa link or a button labeled as “Show me a phone number”, which whenselected, causes a phone number to be assigned to the version of theadvertisement. After a phone number is assigned to the version of theadvertisement, the advertisement can be subsequently displayed with theassigned phone number without showing the reference to request anassigned phone number.

Alternatively, when the “Show me a phone number” link or button isselected, the complete phone number of the advertiser can be shown toallow the customer to call the advertiser directly. In such animplementation, the number of times that the advertiser's phone numberis clicked to reveal can be used as a performance indicator, based onwhich the advertisement is charged for.

In one embodiment, after a period of time of serving the advertisement,statistical data related to consumer responses to the advertisement canbe collected and used to adjust the tracking mechanisms for theadvertisement. For example, if it is determined that the majority of thephone calls in response to the advertisement is via the SIP address,other tracking mechanisms may be de-allocated from the advertisement, orre-allocated for a different advertisement. Alternatively, the referencemay be phased out from the advertisement while the reference isallocated to a different advertisement.

For instance, if an advertisement has a high call volume (e.g., receivesmany calls), it may be upgraded for a more expensive method of tracking.An advertisement with an extension may be upgraded to a local phonenumber without an extension, or even a vanity toll-free number, if theperformance of the advertisement is above a threshold (e.g., when itsconversion rate or call volume is high). Conversely, advertisements thatperform poorly may be downgraded in tracking methods used. For example,an advertisement tracked by a toll-free number without an extension maybe downgraded to have a number with an extension, a click-to-callconnection mechanism.

The tracking mechanism of an advertisement can be determined not only bythe performance of an advertisement, but also by the quality of thedemand partner or the quality of the customer viewing the advertisement.For example, one advertisement may use an expensive tracking mechanismon one demand partner but may be assigned a different, inexpensivetracking mechanism on a second demand partner who tends to have lowerquality customers (e.g., customers who response less frequently toadvertisements). The quality of a demand partner may be reflected uponon the difference in the conversion rate of a same advertisementpresented via different demand partners, in the numbers of the potentialcustomers the demand partners can reach, the quality of the customers ofthe demand partners, etc. In another embodiment, the tracking mechanismis directly determined by the quality of the customer himself/herself.For instance, information can be collected about the customerinteracting with the advertisements; if the customer is a frequentbuyer, an expensive tracking mechanism can be used for the customer. Thequality of a customer may also reflected upon the preferences of thecustomer, the spending habit of the customer, the response rate of thecustomer to advertisements, the need of the customer, etc. In this case,different customers of different buying tendencies may see theadvertisement using different tracking mechanisms at the same demandpartners.

In one embodiment, the likelihood of an advertisement being called isestimated based on the type of media channels used to present theadvertisement, the demand partner responsible to deliver theadvertisement, and/or the customer who views the advertisement. Anycharacteristics in advertising that have an impact on the likelihood ofan advertisement being called and thus the expected revenue/profitgenerated from the presentation of the advertisement can be used inselecting a tracking mechanism for the particular instance of theadvertisement.

In one example, if it is determined that the number of communicationleads generated from the assigned phone number is lower than athreshold, the assigned phone number may be reallocated to anotheradvertisement. If the number of communication leads generated from theadvertisement is higher than a threshold, the tracking mechanism usedfor the advertisement may be promoted to a phone number with a short orvanity extension, a phone number without an extension, a vanity phonenumber, a toll free phone number, a vanity toll free number, a localphone number, or a vanity local phone number. If the number ofcommunication leads generated from the advertisement is lower than athreshold, the tracking mechanism may be downgraded, freeing up trackingresources for other advertisements.

In one example, when advertisements are provided to a demand partnerthat has a lower success rate in reaching viable customers than otherdemand partners, this demand partner may be represented using a longextension, leaving short extensions for other demand partners.Alternatively, the advertisements for presentation by the demand partnermay be tracked using references for callback or SIP addresses.

In one example, the system may promote the advertisement activities inone geographic area; and the advertisements served in that geographicarea receive upgrades in tracking mechanism.

In one example, the advertisements in certain categories of products andservices use upgraded tracking mechanisms.

In one embodiment, the advertisements with a pay per communication leadprice bid higher than a threshold receives an upgrade in trackingmechanism.

In one embodiment, the system determines weighting factors in varioustypes of communication references (e.g., in terms of cost and benefit inpromoting the advertisement), the success rate of the advertisement invarious communication channel/demand partner, and the price bids of theadvertisers. Based on the collected information, the system can selecttracking mechanisms to optimize the potential revenue that can begenerated from advertising. In one embodiment, the potential revenueincludes the advertisement revenue and/or other revenue that can begenerated from the advertisement. For example, when the system takes acommission from the transaction resulted from the advertisement, thepotential revenue can include the expected commission from thepresentation of the advertisement; and in such a case the system mayfurther use the statistical data related to the successful rate of acall converting into a transaction, an average value of a transaction,the possibility of a repeated call, the average value of a repeatedcall, etc., in the determination of the potential revenue. In oneembodiment, advertisements may qualify for better tracking mechanismswhen their pay-per-call bid price reaches a certain value. Similarly,advertisements may qualify for better tracking mechanisms when theiroverall value reaches a certain threshold. Their overall value can be afunction of their bid price, ordinal position, conversion rate, demandsource, customer quality, etc.

FIG. 5 illustrates an example of telephone call tracking mechanismswhich can be selected according to one embodiment.

In FIG. 5, a phone number (207) without an extension is assigned for thegeneration a particular version (213) of an advertisement (209). In thedatabase (201), the assigned phone number (207) is associated with themedia channel (203) and the advertiser's phone number (205) (and/orother parameters to be tracked). Thus, the parameters to be tracked canbe identified based at least partially on the assigned phone number(207). The particular version (213) of the advertisement (209) that hasthe assigned phone number (207) is provided to the customer (217) viathe media channel (215). The advertisement may instruct or suggest thecustomer to call the assigned phone number (207) to reach theadvertiser. In response to the advertisement, the customer may call theassigned phone number (207). When the connection provider (221) iscalled at the assigned phone number via a telephone carrier, theconnection provider (221) can identify the assigned phone number (e.g.,via a Dialed Number Identification Service (DNIS)) and determine theadvertiser's phone number (205) based at least partially on the assignedphone number (207). Further, using the assigned phone number, it canalso be determined that the phone call from the customer is a responseto an advertisement that is delivered via the media channel (215) basedon the association between the assigned phone number (207) and the mediachannel (203) in the database (201).

In one embodiment, after determining the advertiser's phone number fromthe assigned phone number that is dialed by the customer (217), theconnection provider (221) makes a separate call to the advertiser (225)via a telephone carrier. When both the customer (217) and the advertiser(225) are on the line with the connection provider (221), the connectionprovider (221) can bridge or conference the calls to connect thecustomer (217) and the advertiser (225). Alternatively, the connectionprovider (221) may forward the calls from the customer (217) to theadvertiser (225) after determining the advertiser's phone number.

In one embodiment, the assigned phone number can be a phone number thatis local to the area to be served by the advertisement. Alternatively,the assigned phone number can be a toll free phone number, such as an800- (888-, 877, or 866-) number. In one embodiment, the assigned phonenumber is a vanity number that spells one or more words on a dial pad ona phone, such as 1-800-PLUMBER for the advertisement of a plumber.Alternatively, the assigned phone number can be a plain phone number.

It is recognized that a local phone number is easy to dial manually, avanity number is easy to remember, and an 800- number is easier toremember than other toll free numbers. Thus, there are different valuesin advertising in the different types of assigned phone numbers.

Since maintaining different phone numbers may increase the trackingcost, another type of tracking mechanism uses different extensions todifferentiate tracked parameters. For example, different root phonenumbers can be used to represent different media channels; and differentextensions can be used to represent different advertisers. In anotherexample, different root phone numbers are used to represent differentadvertisers; and different extensions are used to represent differentmedia channels. In another example, the entire assigned phone number,including the root phone number and the extension, is used as a key tolook up the media channel and the advertiser's phone number. In afurther example, the root phone numbers are not used to differentiatetracked parameters; and the tracked parameters are represented by theextensions, which may be implemented as keys to look up the parametersor as encoded/encrypted version of the parameters.

In one embodiment, after the customer dials the root number, thecustomer is connected to an IVR system or a human operator of theconnection provider/tracker. After the customer provides the extensionto the IVR system or the human operator, the tracked parameters, such asthe media channel and/or the advertiser's phone number, can bedetermined.

In one embodiment, the IVR system or the human operator can prompt thecustomer for the extension that is provided in the advertisement. Whenthe dialed root number is sufficient to identify information about themedia channel, the IVR system or the human operator may customize theprompt to include the information of the media channel and ask thecustomer to further provide the extension to reach the desiredadvertiser. When the dialed root number is sufficient to identifyinformation about the advertiser, the IVR system or the human operatormay customize the prompt to include the information of the advertiserand ask the customer to further provide the extension to reach thedesired advertiser.

The extension can be a plain extension or a vanity extension that spellsone or more words on a dial pad on a phone, such as extension PLUMBERfor the advertisement of a plumber. In one embodiment, extensions usedin the system can have different lengths. A shorter extension is easy todial; and a vanity extension is easy to remember. In one embodiment, theextension includes an encoded/encrypted version of the associatedparameter to allow an authorized data system to decode/decrypt at leastsome of the parameters without having to query the database. Thus,different types of extensions can have different values in advertising.

The tracking methods described can have different costs. A toll-freenumber with many extensions, for instance, is much cheaper than manyvanity toll-free numbers. Therefore, the system uses the more expensivemethods when it's worthwhile to do so. For instance, if an advertisementreceives many calls, it may be selected for a more expensive method oftracking. An advertisement with an extension may in the future beupgraded to a local phone number without an extension, or even a vanitytoll-free number. Similarly, an advertisement may qualify for a moreexpensive method of tracking if its conversion rate is high (e.g., if ithas a high ratio of the number of calls it receives to the number oftimes it is displayed). Conversely, advertisements that perform poorlymay be downgraded in tracking methods used. For example, anadvertisement tracked by a toll-free number may be downgraded to have aless expensive, click-to-call connection mechanism.

In one embodiment, the connection provider calls the customer instead ofproviding a phone number to receive a phone call from the customer. Forexample, the reference assigned to represent the contact of theadvertiser may not be used to make a call via a traditional telephonecarrier. The reference can be submitted to the connection provider via adata communication, such as an email, an SMS message, a web request, orother types of data communication. The reference can be used as a key inthe database to look up the associated parameters, such as the mediachannel and the advertiser's phone number. In one embodiment, thereference is an encoded/encrypted version of the associated parameters,such that an authorized data system can decode/decrypt the informationwithout having to look up from the database. After the reference isprovided to the connection provider with the request for a connection,the connection provider can callback to the customer to establish theconnection between the customer and the advertiser. The request mayinclude a callback phone number of the customer. Alternatively, acustomer may be prompted to provide the callback phone number inresponse to the request. The connection provider can connect thecustomer and the advertiser by calling the customer and the advertiserseparately and bridge/conferences the calls, or by forwarding one call(e.g., the call to the customer) to another (e.g., to the advertiser).

In one embodiment, a telephone number assigned to a version of anadvertisement includes a SIP address for the initiation of a VoIP-basedtelephone call. The SIP address can be used for a manually dialed callon a SIP-enabled phone, or be used in a click to call format. In oneembodiment, the SIP address includes an encoded/encrypted version of thecontact of the advertiser such that the connection provider candecode/decrypt the contact of the advertiser from the SIP addresswithout having to look up from database.

In one embodiment, the allocation of a telephone number to anadvertisement is deferred to a stage when a customer is interested inthe advertisement and ready to make a phone call. A reference embeddedin the advertisement can be used to specifically request for thetelephone number that is assigned to the advertiser by the connectionprovider. The request can be sent as a web request in response to aclick on a link, or as an email, an SMS message, or an instant message.The assigned telephone number may be a toll free phone number withoutextension, a local phone number with an extension, a SIP URL, etc.Alternatively, the reference can be used to request the actual phonenumber of the advertiser.

FIG. 6 shows a diagram of a system to make and track phone connectionsaccording to one embodiment. In FIG. 6, a database (251) may contain thephone numbers of target phone A (261), target phone B (263), . . . ,target phone X (269), etc. Typically, the target phones belong to theinstitutions, businesses, individuals, etc, which seek for publicitythrough various media channels, such as media channel A (231) (e.g., webserver), media channel B (232) (e.g., WAP server), media channel C (233)(e.g., short messaging service center), media channel D (234) (e.g.,custom server), media channel E (237) (e.g., cable television), mediachannel E (238) (e.g., news press), media channel G (239) (e.g., radiostation), and others such as virtual reality, directory assistanceservice, interactive maps, etc.

In one embodiment, the phone numbers of the target phones are notdirectly publicized over the media channels. Instead, encoded targetphone numbers (253) are used. Using the encoded target phone numbers(253), a user cannot reach target phones directly. The encoded targetphone numbers (253) allow the association of additional information withthe target phone numbers, such as the media channels used, specialpromotions, etc.

The encoded target phone numbers are delivered with content information(e.g., web page, WAP page, short message, television programs, newsarticles, virtual reality, etc.) to user devices, such as user device A(241) (e.g., cellular phone), user device B (242) (e.g., personaldigital assistant (PDA)), user device C (243) (e.g., computer), userdevice D (246) (e.g., receiver), user device E (248) (e.g., newspaper).

In one embodiment, a user device can include a USB phone, a Bluetoothwireless phone, or one or more speakers or headphones with one ormicrophones for the implementation of a software based phone(softphone).

In one embodiment, the user devices/phones support one or more real timecommunication capabilities, such as VoIP using Session InitiationProtocol (SIP) which may support video and instant-messagingapplications, IP phone, regular phone over VoIP service, Bluetoothwireless phone, USB phone, software based phone, and other forms of IPtelephony. In one embodiment, the user devices/phones support thedisplay of virtual reality.

In one embodiment, the user device can include a television set toreceive the advertisement. Further, the television set may have thecapability to accept user input so that the television content may bechanged according to the user input (e.g., interactive television, webtelevision, internet television, etc.), or be coupled with a set top boxwhich has such capability. The user input may be provided to the contentprovider through the same communication channel in which the televisioncontent/programs are delivered (e.g., a cable system of a cabletelevision system), or a separate channel (e.g., a phone line, anInternet connection, etc.). The user input may include a request to makea connection to an advertiser featured in an advertisement presented ina television program, such as a request for a telephonic connection tothe advertiser.

In one embodiment, the user devices are mobile devices, such as PDA,cellular phone, etc. The user devices obtain content information,including advertisements, through wireless communication connections,such as cellular communication links, wireless access points forwireless local area network, etc.

In one embodiment, a user device (e.g., a cellular phone, a computer, aPDA) can receive content information from multiple types of mediachannels (e.g., a web server, a WAP server, an SMSC, CHTML, etc.).

In one embodiment, a user device is capable to dial a phone call (e.g.,automatically according to the encoded phone number embedded in thecontent information when a user selects the number). Alternatively, auser may manually dial a phone call using a separate phone, such as userphone S (247) or user phone T (249).

In one embodiment, dialing at least a portion of an encoded target phonenumber connects the phone call to a connection server (255) first.According to the encoded target phone number dialed, the connectionserver (255) determines the corresponding target phone number using thedatabase (251) and connects the phone call to the corresponding targetphone (e.g., one of target phones 261-269) through the communicationnetwork (257).

Note the communication network (257) may be circuit switched, packetswitched, or partially circuit switched and partially packet switched.For example, the telephone network may partially use the Internet tocarry the phone call (e.g., through VoIP). For example, the connectionbetween the user phone/device and the connection server (255) may becarried using VoIP; and the connection between the connection server(255) may be carried using a land-line based, circuit switched telephonenetwork.

In one embodiment, the information associated with the encoded targetphone number, such as the media channel used to provide the encodedtarget phone number to the users, is also decoded/retrieved using thedatabase (25 1). Thus, the information associated with the encodedtarget phone number can be tracked/stored.

In one embodiment, the connection server (255) also determines the phonenumber of the user through Automatic Number Identification (ANI). ANI isa phone system feature that provides the billing phone number of theperson making the phone call.

The information about the caller, target phone number, the media channelused for delivering the contact information to the user can be used tobill the caller and/or the target phone number, and providecredit/compensation for the corresponding media channel.

For example, the advertisements for target phone numbers can be paid foron a pay per call basis. Monitoring and tracking the calls can be usedfor billing the advertisers. Alternatively, the users may be seeking thecontact information on a pay per call basis. Monitoring and tracking thecalls can be used for billing the users.

In one embodiment, the additional information associated with theencoded target phone number is used to provide credit/compensation tothe operators of the corresponding media channels that are responsiblefor leading the users to the phone calls to the target phones. Thesystem can further track the time and duration of the phone calls andother information, such as conditional promotions, electronic coupons,etc.

The information about the media channels that are responsible forleading the users to the phone calls to the target phones can also beuseful for the advertisers. The advertisers may wish to know which mediachannel is more effective in reaching users. For example, using thestatistic information about the media channels which successfully bringin phone calls, the advertisers may fine tune advertisement strategies.Further, different media channels may charge differently for theadvertisements; and the advertisers may bid differently on differentmedia channels for their advertisements.

In one embodiment, an encoded target phone number has the same number ofdigits as a standard phone number (e.g., a typical telephone numberassigned by a telephone company). Thus, dialing the encoded target phonenumber is as easy as dialing the target phone number; and dialing thetarget phone number reaches the connection server (255). In such anarrangement, a large number of encoded phone numbers are generallyrequired to differentiate the different target phones and differentmedia channels.

In one embodiment, an encoded target phone number has more digits than astandard phone number. A first portion of the encoded target phonenumber has the same number of digits as a standard phone number to reachthe connection server (255) through the communication network (257); anda second portion of the encoded target phone number is to be decoded bythe connection server (255). For example, the Dual Tone Multi-Frequency(DTMF) decoder can be installed in the connection server (255) to detectthe second portion of the encoded target phone number dialed at the userphone. The detected phone number can then be used to recover the targetphone number. In one embodiment, a human operator or an interactivevoice response (IVR) system can be used to receive the second portion ofthe encoded target phone number for decoding.

When an encoded target phone number has more digits than a standardphone number, the additional digits can be implemented as a telephoneextension, or as input to an IVR system. In one embodiment, an encodedtarget phone number includes a Session Initiation Protocol (SIP) addressfor the initiation of a VoIP call to the system.

In one embodiment, a single telephone number is used to reach theconnection server (255) for different target phone numbers; and theportion of the encoded target phone number that is used to reach theconnection server (255) is not used in determining the informationassociated with the encoded target phone number.

Alternatively, multiple telephone numbers can be used to reach theconnection server (255); and the entire encoded target phone number canbe used to determine the information associated with the encoded targetphone number.

In one embodiment, the encoded target phone numbers can have differentnumbers of digits. The advertisers may be arranged to bid for shorterencoded target phone numbers.

In one embodiment, the encoded target phone numbers are assigned onlywhen needed for use in a media channel. For example, when a query isreceived at the server of the system, the system assigns phone numbersfor the advertisements that satisfy the query.

In one embodiment, a look-up table approach is used to encode theinformation. For example, the database (251) keeps track of theinformation about the media channel and the target phone number (andother information, if any) for the encoded target phone number so thatthe encoded target phone number can be used as a key to retrieve thecorresponding information. Thus, it is not necessary to have apredetermined structure to encode the information about the mediachannels and the target phone number.

Alternatively, algorithms can be used to generate and encode targetphone number and associated information. For example, a predeterminedalgorithm may be used to encode different information in the targetphone number. For example, the target phone number may include a numberof fields separated by “*” or “#”. Each of the fields can be decodedseparately (e.g., from a separate look up table or a mapping algorithm)to determine the target phone number, identity of the media channel,etc.

For example, a set of parameters can be mapped from a string ofcharacters to a string of numerical digits as a part of the encodedtarget phone number; and the string of numbers can be mapped back intothe string of characters at the connection server (255). When such amapping scheme is used, a look up table is not necessary. For example,an encoded target phone number may include a first portion that is thephone number of the connection server (255), a second portion that isthe target phone number appended with a number mapped from an identifierof the media channel. To prevent the user from dialing the target phonenumber directly, an encryption/scrambling scheme can be used to encodethe second portion, which is decoded at the connection server (255).

In one embodiment, the connection server (255) determines the targetphone number from the encoded target phone number dialed by the user andthen dials the target phone number for the user and joins/bridges thephone calls so that the user can talk to the target phone.

In one embodiment, users dial the encoded target phone numbers manually.A user can dial the encoded target phone number regardless of the userdevice used and the media channel used.

Alternatively, in one embodiment, user devices can automatically dialthe encoded target phone numbers. For example, a cellular phone, acomputer or a PDA can dial a phone number using a Dual ToneMulti-Frequency (DTMF) generator. In one embodiment, the encoded targetphone numbers are presented in the content information in a format suchthat when the user selects the phone number the user device (e.g., acellular phone or a computer) dials the encoded target phone number forthe user. The user selection may be in the form of a keyboard/keypadinput, a touch pad input, a track ball input, a mouse input, a voicecommand, etc.

In one embodiment, the user device initiates the phone call through aVoIP system when the user selects the encoded target phone number.

In one embodiment, the user device dials the phone number for the userwithout the user manually pressing the sequence of the encoded targetphone numbers. This greatly simplifies the process of make the phonecall. Since a user device can dial a long sequence of number easily, alarge number of digits can be used to encode the information withoutpresenting any difficulties for the users.

In one embodiment, the encoded target phone numbers are formatted sothat the user device dials a first portion of the encoded target phonenumbers to access the connection server (255), pauses for a short periodof time for the connection server (255) to prepare for receiving thesecond portion of the encoded target phone numbers, and then dials thesecond portion of the encoded target phone numbers. Thus, the userdevice provides a user-friendly way of dialing the encoded target phonenumbers; and, making the phone call can be as easy as making a “click”to access a web page.

In FIG. 6, the user device initiates the phone call. Alternatively, aconnection server may be used to initiate phone calls both to the userdevice (or a separate user phone) and the target phone and thenjoin/bridge the phone calls to connect the user to the target phone. Forexample, when the user selects the encoded target phone number, theselection of the target phone number is transmitted to the connectionserver with the user phone number.

The user phone number can be automatically determined through ANI, orthrough a user preference setting, or through an entry submitted withthe selection of the encoded target phone number.

In one embodiment, the selection of the encoded target phone number istransmitted to the corresponding media channel, which forwards therequest for making the phone call to a server (e.g., a web server)connected to the connection server. Alternatively, the contentinformation can be formatted so that the selection is sent directly tothe connection server.

When the connection server starts the phone calls, the encoded targetphone number can also include alphabetic characters (and/or othercharacters). The connection server can decode the encoded target phonenumber to recover/retrieve the target phone number and other associatedinformation, such as the identity of the media channel that iscreditable for providing the encoded target phone number to user.

In one embodiment, an advertisement is presented to end users around theglobe without geographical area limitations. For example, an advertisermay provide services and/or products to customers around the globe. Theadvertisement may be delivered to the worldwide users of the Internet.

In one embodiment, the intended audience of an advertisement is thepopulation in a particular geographical area or people interested in aparticular geographical area. For example, an advertiser may limit itsservice area within a geographical area, where the advertiser canprovide services and/or products to the customers more effectively. Forexample, a business may better serve the customers within a convenientwalking/driving distance to the site of the business. A business maylimit the service area within a city, a county, a state, a country, orother types of regional areas. Further, a large business entity havingoffices around the world may want to attract customers in differentgeographical regions to different offices for better services.

In one embodiment, a target geographic area is specified for publicizinga phone number which can be used to reach an advertiser. The targetgeographic area information can be used to effectively reach potentialcustomers and connect the customers to the corresponding phones of theadvertisers.

For example, in one embodiment, the advertiser can specify a geographicservice area corresponding to a phone number. The service area may bespecified in terms of radius, city, region, state or national boundary,etc. The service area can be used to limit the delivery of theadvertisement to customers seeking information in the correspondinggeographic area. The service area can be used to stream information intoa mobile device when the mobile device enters the service area, with orwithout explicit request from the user of the mobile device. The servicearea information can also be used to route the phone to thecorresponding one of the offices of the advertiser, based on thelocation of the caller, if the advertiser has more than one office.

In one embodiment, an advertisement presented in a media channel is fora single advertiser. The end user selects an advertiser according to theadvertisements presented on behalf of individual advertisers; and theconnection server connects the end user and the selected advertiseraccording to the encoded target phone number individually publicized inthe advertisement for the advertiser. When the user views the onlineadvertisements, the selection of the advertiser is based on the onlineinformation.

In one embodiment, an advertisement is presented in a media channel fora group of advertisers, such as a group of mortgage brokers. Theadvertisement contains an encoded target phone number which is reachableto the group of mortgage brokers. When the encoded target phone numberis selected or used, the selection of a particular advertiser isperformed at the connection server.

For example, a toll-free number is published to advertise mortgagebrokers in a particular geographic area. When a consumer dials thetoll-free number, the call is routed to the highest bidding mortgagebroker who is available in that market.

The connection server may select the target advertiser according to thebidding of the advertisers for the advertisement. The advertiser whoplaces the highest bid is the winner for the call. Alternatively, or incombination, other types of selection criteria can also be used. Forexample, the user may be interested in advertisers in a particulargeographical region; and the geographical area of interest to the callercan be determined and used in selecting the target advertiser. Further,the user may be interested in a connection without excessive waitingtime. The status of the availability of the advertisers to answer thecall can be used in ranking the candidates for routing the call.

In general, an indicator used to rank the candidates may be a functionof a number of parameters, such as the bid for the advertisement, theprojected waiting time, an indicator showing a degree of matching to oneor more user requirements (e.g., geographic area, service type, etc.),advertisement budget, and others.

In one embodiment, a connection provider uses a connection serverconfigured on a packet switched network to provide telephone connectionsbetween callers (e.g., customers) and callees (e.g., advertisers), asillustrated in FIG. 7. In FIG. 7, the connection server (277) receivesand/or places telephone calls via the telecommunication carrier (275)over the packet switched network (279). The telecommunication carrier(275) further routes the telephone communications towards the caller(271) and the callee (273).

Since the telecommunication carrier (275) can route a call from a packetswitched network to a variety of destinations (e.g., a traditionalanalog telephone set, a mobile phone, a cellular phone, a WiFi phone, aBluetooth phone, a softphone running on a computer, etc.), theconnection sever (277) can use one type of communication connection withthe telephone carrier (275) to facilitate the communication connectionswith variety of devices used by the customers (e.g., callers andcallees). Thus, the implementation of the connection server (277) can besimplified. In one embodiment, the connection server (277) can alsoplace and/or receive direct VoIP calls to/from the caller (or callee).

For example, to make a voice connection in response to a click-to-callrequest, the connection server can place separate VoIP calls, via thetelecommunication carrier (275), to the caller (271) (e.g., therequester of the click-to-call) and the callee (273) (e.g., thedestination of the click-to-call request).

If the caller (271) (or the callee 273) is on a public switchedtelephone network (PSTN), the telecommunication carrier (275) bridgesthe packet switched the network and the public switched telephonenetwork (PSTN). The telecommunication carrier (275) routes the call fromthe packet switched network (279) to the caller (271) (or the callee273) on the circuit switched network. Thus, the caller (271) (or thecallee 273) can use a telephone set to receive the call via a Plain OldTelephone Service (POTS). The connection server (277) joins the separatecalls that are placed via the packet switched network (279) to connectthe callee (273) and the caller (271).

In one embodiment, call signaling and media content may use differentnetwork paths. While call signaling is arranged to go through the packetswitched network (279) and the connection server (277), the media streamdoes not have to go through the connection server (277). For example,when the calls are joined, the media content may be redirected to flowover the communication carrier (275) without going through the packetswitched network (279) to the connection server (277) for improvedperformance and efficiency. The connection server (277) can release thecontrol over the media stream to allow the media stream to flow throughthe shortest path, without going through the connection server, whilemaintaining control to the connection for the call by staying on thepath for call signaling.

In another example, when the caller (271) initiates a call over a PSTNto the connection server (277), the telecommunication carrier (275)converts the call for the packet switched network (279) for theconnection server (277).

In one embodiment, virtual softphones on the telecommunication carrier(275) are assigned to the caller (271) and the callee (273) forinterfacing with the connection server (277) over the packet switchednetwork (279). The virtual softphones encapsulates the devices andnetworks used by the caller (271) and callee (273) to access theconnection server (277); and the telecommunication carrier (275) shieldsthe connection server (277) from the implementation details of the userdevices and networks used by the caller (271) and the callee (273). Theconnection server (277) calls (or receives calls from) and connects thevirtual softphones on the telecommunication carrier (275) to connect thecaller (271) and the callee (273).

In FIG. 7, the telephone connection between the telecommunicationcarrier (275) and the connection server (277) is facilitated via apacket switched network (279). Thus, the connection server (277) canoperate efficiently in a digital domain. The connection server (277)interfaces with the telecommunication carrier (275) using one type ofInternet Telephony systems (e.g., SIP-based Internet telephony).

Alternatively, a connection server may include some or all of thefunctionality of the telecommunication carrier (275). For example, theconnection server may be configured to bridge a packet switched networkand a circuit switched network. The connection server may supportmultiple, different types of Internet Telephony systems.

In one embodiment, the connection server (277) and the telecommunicationcarrier (275) are operated by different, separate entities.Alternatively, the connection server (277) and the telecommunicationcarrier (275) may be operated by the same entity. In another embodiment,the telecommunication carrier (275) includes a set of facilitiesoperated by a number of separate entities.

In one embodiment, the caller (271) and/or the callee (273) may alsoplace/receive calls via a packet switched network. The telecommunicationcarrier (275) may route the calls between the caller (271) and thecallee (273) without using a PSTN. In one embodiment, caller (271)and/or the callee (273) may place calls to or receive calls from theconnection server (277) via Internet.

FIG. 8 shows a connection server according to one embodiment. In FIG. 8,the connection server (355) is configured to place and/or receive VoIPcalls using Session Initiation Protocol (SIP). A session bordercontroller (351) is used to interface with the packet switched network(353) and control the types of network traffic related to VoIP callsthat might go into the connection server (355).

In one embodiment, the session border controller (351) is configured tocontrol the signaling and media stream during the setting up, conductingand tearing down of VoIP calls to or from the connection server (355).In some embodiments, the session border controller (351) may pick up thecall that comes to the session border controller (351), places aseparate call from the session border controller (351), and joins thereceived call and the placed call to control both the signaling andmedia stream. In some embodiments, the session border controller (351)may perform signaling/encoding translation to allow the connectionserver (355) to process the VoIP calls in one standard, while receivingVoIP calls in a variety of standards (e.g., SIP, H.323, etc.). In oneembodiment, the session border controller (351) is configured to performone or more firewall functionalities, such as denial of serviceprotection, call filtering, bandwidth management, etc.

In one embodiment, the session border controller (351) is configured toperform media releasing operation. When the session border controller(351) determines that the source and destination of a media stream is onthe same side of the session border controller (351) (e.g., both thesource and the destination of the media stream is outside the connectionserver 355), the session border controller (351) can release thehairpinning of the media stream and allow the media stream to flowwithout going through the session border controller (351).

In FIG. 8, a set of SIP servers (e.g., 361, 363, . . . , 369) arenetworked to the session border controller (351) to receive messages forincoming calls and to initiate outgoing calls. The session bordercontroller (351) is configured to evenly distribute the calls forprocessing by the SIP servers.

For example, when an incoming message for the initiation of a call isreceived (e.g., a SIP INVITE message from the telecommunication carrier275), the session border controller (351) may route it to a SIP server(e.g., 361) for processing. The INVITE message includes the phone numberdialed by the caller and the contact information about the caller (e.g.,the phone number of the caller 271 and/or the identity of the virtualSIP phone at the telecommunication carrier 275).

The SIP server may determine whether the phone number dialed by thecaller (273) is sufficient to determine the phone number of the callee(e.g., 273). If the phone number of the callee (e.g., 273) can bedetermined from the phone number dialed by the caller (273) (e.g., viadecoding the phone number dialed by the callee, or looking up the phonenumber of the callee from a table using the phone number dialed by thecaller as a key), the SIP server can place a separate SIP call to thecallee via the packet switched network (353) and then connect the callerand the callee. Alternatively, the SIP server can further route the SIPINVITE message (e.g., to the telecommunication carrier (275) to directthe call to the callee. For example, the SIP server may modify theINVITE message by replacing the destination with the determined phonenumber of the callee. Further, the SIP server can modify the INVITEmessage by removing the phone number of the caller (or replacing thephone number of the caller with a phone number of the connectionserver). In one embodiment, the modified INVITE message identifies thevirtual softphone corresponding to the caller on the telecommunicationcarrier as the SIP phone initiated the call; thus, the virtual softphonecorresponding to the callee on the telecommunication carrier canestablish media connection with the virtual softphone corresponding tothe caller on the telecommunication carrier directly. Alternatively, themodified INVITE message may identify a media server (371) (or a virtualsoftphone on SIP server) as the initiator for a separate call. The SIPserver then connects the calls for the media stream.

In one embodiment, the caller is first connected to a media server(e.g., 371, 373, or 379). For example, the SIP server may forward theSIP INVITE message to one or more of the media servers for answering thecall. When a media server (e.g., 371) answers the call, a prompt isplayed to the caller by the media server. The media server may includean Interactive Voice Response (IVR) system, or be connected to an IVRsystem, to obtain input from the caller.

For example, the media server may prompt the caller to enter theextension assigned to the callee, such that the phone number of thecallee can be determined based on the phone number including theextension dialed by the caller. In some embodiments, the extensiondialed by the caller is sufficient to determine the phone number of thecallee. After the phone number of the callee is determined, the SIPserver can further connect the call to the callee.

For example, the media server can send a message to the SIP server. Themessage identifies the call and the extension obtained from the caller.The SIP server then determines the callee's phone number based at leaston the extension received from the media server and initiates a SIP callvia the packet switched network (353) (e.g., by sending a SIP INVITEmessage to the telecommunication carrier 275, which further bridges thecall to the callee 273). Then, the SIP server disconnects the mediaserver from the call and reconnects the call to the callee.

For example, the SIP server can send a SIP BYE message to the mediaserver to disconnect the media server from the call (e.g., by sending a“BYE” message to the media server for the call) and send a re-INVITEmessage towards the caller to connect the caller and the callee.Alternatively, the media server may send a SIP BYE message to the SIPserver for the call; the BYE message may include the extension obtainedfrom the caller; in response to the BYE message that contains theextension, the SIP server determines the phone number of the callee andfurther connects the caller to the callee.

In one embodiment, the SIP server can direct the caller and the calleeto connect to each other for the media stream without having the mediastream going through the session border controller (351) into theconnection server (355). For example, the media stream can go throughthe telecommunication carrier (275) in FIG. 7 without going to theconnection server (277) after the SIP server connects the caller and thecallee.

However, the SIP server stays on the signaling path to monitor theprogress and termination of the call. The SIP server can also break theconnection between the caller and the callee, or force the media streamto come through the connection serve (355). For example, the SIP servermay selectively conference a media server into the call to monitorand/or record the communication of the call between the caller and thecallee. For example, the SIP server may reconnect the caller and thecallee to separate media servers for interaction with an IVR system or ahuman operator to confirm a deal or transaction.

Similarly, the SIP server may initiate a callback to a caller via a SIPcall over the packet switched network (353) for a connection to thecaller. The SIP call may be bridged onto a circuit switched network(e.g., by a telecommunication carrier 275). The SIP server can thenreconnect the call to a media server for sending a prompt to the callerbefore reconnect the call to the callee. Alternatively, the callback canbe initiated from a media server; and the call signaling (e.g., theINVITE message from the media server) goes through the SIP server forcall control. Alternatively, the SIP server sends out the INVITE messageon behalf of the media server.

In one embodiment, the SIP servers (361, 363, . . . , 369) and mediaservers (371, 373, . . . , 379) are implemented on separate computersconnected via a local area network (and/or intranet or Internet).Alternatively, at least the some of the servers can be implemented on asame computer. In one embodiment, the SIP servers and the media serversare also integrated with the session border controller (351) on a samedata process system having multiple processors coupled with a data bus.In one embodiment, the SIP servers are coupled to the media servers viaa network; and a SIP server may use any of the available media serverfor interaction with the caller (or callee). Alternatively, a SIP servermay be configured to use one or more of media servers that are notshared by other SIP server. For example, a SIP server may be implementedon a same data processing system with one or more media servers whichare reserved for the SIP server.

In one embodiment, the connection server (355) may further include adatabase server (355) to storing records related to the calls, datamapping between the communication references assigned to the callees andthe actual phone numbers of the callees, etc. In one embodiment, contactmapping are cached in the local memory (e.g., RAM) of the servers forimproved performance; and the cached mapping is updated when thedatabase is updated.

FIG. 9 shows a block diagram example of a data processing system whichmay be used in various embodiments. While FIG. 9 illustrates variouscomponents of a computer system, it is not intended to represent anyparticular architecture or manner of interconnecting the components.Other systems that have fewer or more components may also be used.

In FIG. 9, the communication device (301) is a form of a data processingsystem. The system (301) includes an inter-connect (302) (e.g., bus andsystem core logic), which interconnects a microprocessor(s) (303) andmemory (308). The microprocessor (303) is coupled to cache memory (304)in the example of FIG. 9.

The inter-connect (302) interconnects the microprocessor(s) (303) andthe memory (308) together and also interconnects them to a displaycontroller and display device (307) and to peripheral devices such asinput/output (I/O) devices (305) through an input/output controller(s)(306). Typical I/O devices include mice, keyboards, modems, networkinterfaces, printers, scanners, video cameras and other devices whichare well known in the art.

The inter-connect (302) may include one or more buses connected to oneanother through various bridges, controllers and/or adapters. In oneembodiment the I/O controller (306) includes a USB (Universal SerialBus) adapter for controlling USB peripherals, and/or an IEEE-1394 busadapter for controlling IEEE-1394 peripherals.

The memory (308) may include ROM (Read Only Memory), and volatile RAM(Random Access Memory) and non-volatile memory, such as hard drive,flash memory, etc.

Volatile RAM is typically implemented as dynamic RAM (DRAM) whichrequires power continually in order to refresh or maintain the data inthe memory. Non-volatile memory is typically a magnetic hard drive, amagnetic optical drive, or an optical drive (e.g., a DVD RAM), or othertype of memory system which maintains data even after power is removedfrom the system. The non-volatile memory may also be a random accessmemory.

The non-volatile memory can be a local device coupled directly to therest of the components in the data processing system. A non-volatilememory that is remote from the system, such as a network storage devicecoupled to the data processing system through a network interface suchas a modem or Ethernet interface, can also be used.

In one embodiment, a server data processing system as illustrated inFIG. 9 is used as one of the communication server(s), connectionserver(s), database server(s), media server(s), controller(s),router(s), gateway(s), etc.

A user terminal as a client system can be a data processing systemsimilar to the system of FIG. 9. A client system can be in the form of aPDA, a cellular phone, a notebook computer or a personal desktopcomputer. For example, the I/O devices of the user device may include aUSB phone, a Bluetooth wireless phone, or one or more speakers orheadphones with one or microphones for the implementation of a softwarebased phone.

In one embodiment, a user devices/phones support one or more real timecommunication capabilities, such as VoIP using Session InitiationProtocol (SIP) which may support video and instant-messagingapplications, IP phone, regular phone over VoIP service, Bluetoothwireless phone, USB phone, software based phone, and other forms of IPtelephony. Other types of traditional communication client(s) may beused in some embodiments.

In one embodiment, after a customer uses the reference provided in theadvertisement (e.g., the phone number assigned to the advertiser) toinitiate a communication session in response to the advertisement,prompts may be provided to the customer (e.g., to welcome the customer,to ask the customer to confirm the connection, to inform the customerabout the status of the connection process, etc.). In one embodiment,the prompts are customized based at least partially upon thecommunication reference that is used to initiate the communicationprocess, the performance of the advertisements, the traffic volume ofthe advertisements, the revenue potential of the advertisements, and/orother attributes of the advertisements.

For example, when a phone number dialed by the customer is associatedwith more than one advertiser/advertisement, a prompt to the customercan be used to ensure that the customer is connected to the rightadvertiser. For example, when a customer is calling from outside of anarea of service of an advertiser, the customer may be prompted to ensurethat the customer is calling the right advertiser. In one embodiment,the information about the advertiser/advertisement is selectively usedto customize the prompt during the call received from a customer who isresponding to the advertisement.

FIGS. 10-12 illustrate methods to prompt a customer responding to anadvertisement according to one embodiment.

In FIG. 10, a phone number (401) can be associated with multipleadvertisers/advertisement listings. The phone number (401) may or maynot include an extension. Since the phone number (401) provided in anadvertisement may not be sufficient to identify theadvertisement/advertiser, a prompt can be dynamically generated andprovided to the customer to resolve the ambiguity and to select theright advertisement/advertiser.

In one embodiment, the same communication reference, such as a phonenumber (401), can be assigned to multiple advertisers/advertisements.The system can track when the reference is assigned to a particularadvertisement and/or when the reference is last presented in thecorresponding advertisement.

For example, in FIG. 10, the phone number (401) is assigned toadvertisement listing A (403) at time (413) and last presented at time(415); the phone number (401) is assigned to listing B (405) at time(423) and last presented at time (425). The identifiers (411 and 421)associate the date and/or time stamps (e.g., 413, 423, etc.) with thedata of the corresponding advertisement listings (e.g., 403, 405, etc.).

In FIG. 10, the advertisement listing (403) has the advertiser's phonenumber (431), which is not presented to the customer. For a presentationto the customer, the advertiser's phone number (431) is replaced withthe assigned phone number (401). The advertisement listing (403) has adescription (433) (e.g., specified by the advertiser), a price bid percall (435) (e.g., specified by the advertiser), a conversion rate (437)(e.g., computed from statistical data to show a ratio between pastpresentations of the advertisement and customer phone calls resultedfrom the past presentations), etc. Similarly, the advertisement listing(405) has the corresponding advertiser's phone number (441), adescription (443), a price bide per call (445), a conversion rate (447),etc.

In one embodiment, the date and time stamps (e.g., time assigned 413,time last presented 415, etc.) are used to determine whether theassociation relation between the listing and the assigned phone numberhas expired. Other types of data and time stamps, such as the time lastcalled for a particular advertisement, can also be used.

In one embodiment, the time at which the phone number is assigned to anadvertisement can be substantially different from the time at which theadvertisement is presented. For example, an online demand partner mayrequest the advertisement but fail to present the advertisement to acustomer. For example, a phone number may be assigned to anadvertisement for advertising on a printed media; and the time at whichthe advertisement, including the phone number, is presented to thecustomer may not be available.

In another embodiment, the time at which the phone number is assigned toan advertisement may be considered as the time at which theadvertisement is presented. For example, the advertisement may bepresented on an interactive media which allows the customer toparticularly request the display of the phone number. The phone numberis assigned in response to such a request from the customer. Thus, thetime at which the phone number is assigned can be substantially the sameas the time at which the phone number is presented.

In one embodiment, the system uses a time period threshold to determinethe expiration of the association relation and thus allow the reuse ofthe phone numbers without ambiguity, or with a reduced degree ofambiguity. For example, after the time period that is longer than thethreshold elapses since the assignment of the phone number to theadvertisement (or since the last presentation of the advertisement, orsince the last received call to the advertisement via the phone number),the phone number may be considered as being no longer associated withthe advertisement. Thus, records that are older than the time periodthreshold may be discarded or ignored during the process of identifyingthe advertisement/advertiser that is being called by the customer.

In one embodiment, different time period thresholds can be used todetermine the expiration of the association relation between the phonenumber and the corresponding advertisements. The thresholds may be basedon how the phone number is assigned, the type of the media channel thatis used to present the advertisements, the advertisement categories ofthe advertisements, the performance of the advertisements, etc. Forexample, an assignment that is in response to the request from acustomer via an interactively displayed advertisement can be set toexpire in one time period; and an assignment for an offline presentationof an advertisement may be set to expire in another time period.

In one embodiment, the expiration times of the association relations aretracked directly. For example, events related to the advertisement, suchas the assignment of the phone number to the advertisement, apresentation of the advertisement, and a received phone call generatedfrom the advertisement, can be used to establish and/or update theexpiration time of the association relation. For example, after thepresentation of an advertisement via a web interface, the associationrelation may be set to expire within a period of time. The time periodmay be determined based on a statistical data related to the time gapbetween the presentation and a subsequent response to the advertisement.If within the time period, a phone call is received as a response to theadvertisement, the expiration time of the association relation can berevised, in view of the phone call.

In one embodiment, a phone number is re-assigned after the previousassignments are expired. Alternatively, a phone number may be reassignedbefore the expiration of the previous assignments (e.g., when no otherphone numbers available for assignment). For example, a phone numberthat is assigned to an advertisement that is less frequently called orless likely being called may also be assigned to another advertisement.

In one embodiment, when the phone number is assigned to a newadvertisement and the phone number is still currently associated with anold advertisement, an extension number (or an additional extensionnumber, or additional digits in the extension) can be provided todifferentiate the advertisements. Thus, whether the customer dials theadditional digits can be used to select a specific advertisement.Further, if the association relation between the old advertisement andphone number expires before a call from a customer is received, thecustomer does not have to dial the extension.

In another embodiment, the same phone number is assigned to the newadvertisement without assigning additional digits. At the time a phonecall is received at the phone number, the customer is prompted to selectan advertisement.

For example, at the time a phone call to the phone number (401) isreceived, the data records may show that both advertisements (403 and405) are currently associated with the phone number. Thus, the customeris asked to select one. The prompt may include presenting an aspect ofthe advertisement (403) to allow the customer to confirm whether thecall is intended for the advertisement (403).

For example, a business name of the advertisement (403) can be presentedin the prompt provided to the customer (e.g., via a text-to-speechsynthesizer, or a recording of an announcer); and the customer can pressa key (e.g., “#”, or “*”, or “1”), or provide a voice command (e.g.,“connect”), to confirm that the customer is calling the advertisement(403). If the advertisement (403) is not selected, the business name ofthe advertisement (405) is presented in the prompt. Thus, theadvertisements (e.g., 403 and 405) are sequentially presented forselection by the customer. Other aspects of the advertisements, such asthe category of the advertisements, the geographic area of theadvertisements, brief description of the advertisements, etc., can alsobe used in the prompt to formulate the selection options.

In one embodiment, the order in which the advertisements (403 and 405)are presented in the prompt for selection is determined based on thetiming of association relations between the phone number and thecorresponding advertisements. For example, the advertisement that ispresented latest can be prompted first. For example, in the prompt, theadvertisements can be presented according to the reverser order ofassignments of the phone number to the corresponding advertisement.

In one embodiment, the order in which the advertisements (403 and 405)are presented in the prompt is determined based at least in part on theperformance of the advertisements. For example, the advertisements (403and 405) can be presented sequentially in the prompt based on aconversion rate of the advertisements. The conversion rate indicates theratio between a count of presentations of an advertisement and thecustomer phone calls resulted from the presentation. The higher theconversion rate, the more likely the advertisement is to get customerresponse. Thus, the advertisement with a higher conversion rate isprompted before the advertisement with a lower conversion rate.

In one embodiment, the likelihood of the call being generated from theadvertisements is estimated based on the statistical data of the pastresponses received for the advertisements. The advertisements (e.g., 403and 405) are prompted in an order according to the likelihood of thecall being generated from the advertisements.

In one embodiment, the advertisements are prompted in an order accordingto the advertisement revenue potential of the advertisements. Forexample, the advertisements can be prompted in the order of the pricebid per call (e.g., 435 and 445) of the advertisements. Theadvertisement that offers the highest price bid per call is presentedfirst. For example, assuming that the call is for a specificadvertisement, the advertisement revenue that would be generated for aspecific party (e.g., after deducting the portion that is earned by anadvertising partner, such as a demand partner) can be computed; and theadvertisements are sorted according to the computed advertisementrevenue for the specific party.

In one embodiment, taking into account of the likelihood of the callbeing for a specific advertisement, the expectation of the advertisementrevenue generated from connecting the call to the advertiser of thespecific advertisement can be estimated; and the advertisements aresorted according to the expectation of the advertisement revenue forpresentation in the prompt.

In one embodiment, the likelihood of a customer being not patient enoughto wait through the prompt is considered and estimated. The sequence inwhich the advertisements are presented in the prompt is then selected tomaximize/improve the expectation of the advertisement revenue generatedfrom the received call.

In one embodiment, the system determines whether there is an indicationthat a customer's phone call is intended for a different advertisement.In one example, when the phone number dialed by the customer is assignedto multiple advertisements, a prompt is presented to allow the customerto select the desired advertisement. In another example, when the systemdetermines that the customer is calling from a geographic location thatis outside a geographic area of service of an advertisement that isassociated with the phone number, the system may provide a prompt to askthe customer to confirm the call to the advertiser, as illustrated inFIG. 11.

In FIG. 11, the customer's geographic location (507) is determined. Forexample, the customer's geographic location can be determined orestimated based on the phone number from which the customer's phone callis initiated. Alternatively, for example, when the customer calls from amobile phone, the mobile phone may determine the current location andprovide the location information. Alternatively, for example, the basestations of a cellular communication network can determine the locationof a cellular phone. Alternatively, the customer can provide thegeographic location via the communication connection between thecustomer and the system (e.g., via providing a zip code).

In FIG. 11, the phone number (501) dialed by the customer is uniquelyassociated with advertisement (503) in the database (505). When thegeographical location of the customer (507) is within the geographicarea of service (537), there is no indication that the customer hasdialed a wrong number; and thus, the customer can be connected to theadvertiser's phone number (531) without a prompt. When the geographicallocation of the customer (507) is outside the geographic area of service(537), there appears a possibility that the customer may have dialed awrong number; and thus, the customer is prompted to confirm whether thecall is for the advertiser.

For example, the prompt may present the business name (535) to thecustomer via the phone connection to ask the customer whether thecustomer intends to reach the specified business. The prompt may furtherinclude the description (533) and/or other aspects of the advertisement,such as the categories of the advertisement. The customer is connectedto the advertiser's phone number (531) if the customer confirms theintention; otherwise, the customer can be connected to an operator or aninteractive voice response (IVR) system for the identification of theadvertiser.

In one embodiment, when a phone number dialed by the customercorresponds to multiple advertisements, one or more advertisements canbe eliminated by comparing the geographical location of the customer andthe geographic area of services of the advertisements. For example, anadvertisement having a geographic area that does not cover thegeographic location of the customer is eliminated. In anotherembodiment, the sequence of prompting the customer for theadvertisements is based on whether the geographic location of thecustomer is inside the geographic area of service of the correspondingadvertisements.

In FIG. 12, a customer dials the phone number (601) that is associatedwith the advertisement listing (603) in the database (605). Before thecustomer is connected to the advertiser's phone number (621), thecustomer may be provided with a prompt for enhanced experience, based onthe performance of the advertisement (e.g., conversion rate (633), callfrequency (637)) and/or the price bid per call (625).

For example, when the performance of the advertisement, such asconversion rate (633), is above a threshold, a customized prompt can beprovided to the customer for enhanced experience. The customized promptmay greet the customer with the business name (627), inform the customerthe current status of connecting to the advertiser, provide thedescription (623) while the customer is waiting to be connected to theadvertiser, etc. The customized prompt may optionally include theinformation about advertisement categories (629), geographic area ofservice (631), etc.

In one embodiment, whether to play a recording (635) of a custom promptto the customer is based on the performance of the advertisement and/orthe price bid of the advertisement. The custom prompt can be therecording of a human announcer, or the recording provided by theadvertiser.

In one embodiment, the performance of the advertisement may be measuredbased on the number of phone calls generated in a time period. Anadvertisement having a number of calls larger than a threshold can beprovided with a customized prompt to enhance customer experience.

In one embodiment, whether to customize the prompt is at least partiallybased upon the price bid per call (627). For example, when the price bidper call (627) of the advertisement (603) is above a threshold value,the customer of the advertisement is provided with a customized prompt.The customization of the prompt can also be based upon the revenuepotential for a specific party (e.g., the connection provider/tracker).In one embodiment, multiple levels of customization are provided basedon the statistical data of customer calls that are in response to theadvertisement and/or the price bid per call (625).

In one embodiment, the communication references used to facilitate thetracking of communication leads generated from advertisements areorganized in a hierarchical structure, such that a portion of acommunication reference can be used to identify at least one attributeof a set of advertisements.

For example, a root phone number can be used to represent a commonattribute of a set of advertisements; and extensions to the root phonenumber can be used to uniquely identify the individual advertisements.When a phone call is received at the root phone number, the commonattributes associated with the root phone number can be used tocustomize the prompt; and the customer is further prompted to dial theextensions.

FIG. 13 shows a structure for the customization of a prompt to acustomer responding to an advertisement according to one embodiment. InFIG. 13, a root number (701) has a number of extensions (e.g., 711, 713,etc.). A combination of the root number and an extension can be used touniquely identify an advertisement (e.g., 703 or 705). The root number(701) can be associated with advertisement attributes that are common tothe advertisements associated with the same root number (701). Examplesof such attributes include the identification of a media channel (721)that is responsible for delivering the advertisements to customers, acommon category (723) of the advertisements.

When the customer's phone call is connected to the root number (701), aprompt announcing the name of the media channel (721) is provided to thecustomer. The prompt may further include the advertisement category(723) and ask the customer to further enter the extension. After theextension is received, one of the advertisements is identified based onthe received extension; and the description (e.g., 733 or 743) can befurther used to customize the prompt while connecting the customer tothe advertiser's phone number (e.g., 731 and 741).

FIG. 13 illustrates a one-level extension system, in which theextensions point to the corresponding advertisements. Alternatively,multiple levels of extensions can be used, in which an intermediatelevel extension is associated with multiple advertisements; and commonattributes can be associated with the intermediate level extension, in away similar to the association between common attributes and the rootnumber (701).

Optionally, if the customer does not wish to enter the extensionmanually, the customer can be provided with the option to select oneadvertisement without having to enter the extension directly. Aspects ofthe advertisements (e.g., 703, 705) that are associated with the rootphone number (or an intermediate level extension) can be presentedsequentially (e.g., in an order according to the conversion rate (e.g.,737, 747, etc.), frequency of phone calls received for theadvertisements (e.g., 739, 749, etc.), price bid per call (e.g., 735,745, etc.), revenue potential, etc.); and the customer can press a key(e.g., “#”, “*”, “0”, etc.) or speak a voice command (e.g., “connect”)to select an advertisement (e.g., during or shortly after thepresentation for the advertisement).

In one embodiment, when it is determined that a root number, or anintermediate extension number is sufficient to identify an advertisement(e.g., after other advertisements are no longer associated with the rootnumber, or have been eliminated based on the geographic location of thecustomer), the system can customized the subsequent portion of theprompt to ask the user to confirm dialing the advertiser of theadvertisement, instead of prompting the user to further dial theextension.

In one embodiment, prompts to callers are designed to decrease theconnection of misdialed and/or misdirected calls through the connectionprovider to the advertisers. Testing results of prompts played accordingto embodiments of the disclosure showed that playing a prompt to thecaller decreased the number of misdirected calls connected whilemaintaining, if not increasing, the overall call quality (e.g., calllength).

For example, looking to get his car fixed, Greg searches the Internetfor “San Francisco Ford Car Repair” (e.g., searching via a demandpartner of the connection provider). An advertisement containing a 1-800number of the system is retrieved and presented to Greg. Greg dials the1-800 number of the system and hears a prompt saying, “Please hold whilewe connect you to Scott's Auto-Body Shop.” Since Greg intended to callthe auto-body shop, he remains on the line while the system connects thecall through to the advertiser, Scott's Auto-Body Shop.

In another example, trying to dial a 1-800 number, John accidentallymisdials to call an active number of an advertisement, such as the 1-800number of the system assigned to the advertisement of Scott's Auto-BodyShop. Hearing a prompt saying “Please hold while we connect you toScott's Auto-Body Shop.”, John realizes that he has dialed the wrongnumber and hangs up the phone before it starts to ring on the advertiserside. As a result, the advertiser, Scott's Auto-Body Shop, does notreceive a dirty lead and is more satisfied by the quality leadsdelivered by the system.

In one embodiment, the prompts to callers are designed in a way toimprove the caller experience and the quality of leads delivered.

FIG. 14 shows a method to provide prompt according to one embodiment. InFIG. 14, different types of prompts are played under various differentsituations, which are examined, detected or determined by theconnections server.

In FIG. 14, after a call is received (801) at a phone number of aconnection server from a source, it is determined (803) whether the callshould be blocked based on identification information of the source. If(805) the call is to be blocked, a prompt message is provided (821) toexplain the reason for not further connecting the call; and the call isended (823).

For example, if the system determines that the caller's phone number asdetermined via an automatic number identification (ANI) service is notvalid, a prompt message such as “We're sorry, our system has detectedthat you are calling from a telephone number that is not valid. If youfeel that you have reached this message in error, please contact us at1-800-549-1744.” is played to the caller, explaining that the call willnot be connected and offering no mechanism to connect.

In one embodiment, the calls from phone numbers associated with knownspammers or from callers who have been complained about by theadvertisers are blocked.

In FIG. 14, if (805) the call is not to be blocked, it is determined(807) whether there is a need for an input from the caller. If (809)there is a need for an input from the caller, a prompt message isprovided (825) to the caller to require input from the caller to furtherconnect the call to the advertiser; and the caller is connected (827) toa human operator or an IVR system to obtain the required input.

For example, if the connection server have received more than athreshold number of calls from the phone number of the current callerwithin a predetermined time period, a prompt message such as “To connectto Scott's Auto-Body Shop, please press 1. If this is not the businessyou are trying to reach, please press 9.” is played to the caller,asking the caller to take an action in order to be connected through tothe advertiser associated with the phone number dialed by the caller.Thus, if there is no human behind the call to provide the correct input,the call can be blocked.

In one embodiment, the connection server checks if the call is receivedfrom an auto-dialer. For example, based on call statistics, such as thespeed of dialing a call, the pattern of phone numbers called (e.g.,calling numbers in a sequential pattern), etc., the connection servermay identify certain calling phone numbers as potential auto-dialers.The connection server can maintain a list of calling phone numbers thatare potential auto-dialers and check the current calling phone numberagainst the list.

Further, in one embodiment, the connection server can estimate theprobability/likelihood of the calling phone numbers being auto-dialersbased on the collected data about past calls. When the connection serverdetermines that the current call is likely from an auto-dialer, a promptmessage can be played to ask the caller to take an action.

In one embodiment, a prompt message can be played to require an inputfrom the caller to confirm the call, to confirm the call to theadvertiser currently associated with the phone number dialed by thecaller, to confirm an identity of the caller, to collect paymentinformation, etc.

In FIG. 14, if (809) there is no need for an input from the caller, apreference of the caller is determined (81 1). The caller may havepreviously indicated to the system a preference (813) about the prompt.The caller may indicate the preference via registering with the systemand associate a preference option with a phone number of the caller.Alternatively, the caller may indicate a preference in a prior phonecall to the connection server.

In FIG. 14, when the preference (813) of the caller is to always play aprompt message, a prompt message is provided (817) to announce theidentity of the callee while the connection server is connecting thecall to the callee. The connection server can connect the caller (819)to the callee without further input from the callee.

For example, a no-action-required prompt such as “Please hold while weconnect you to Scott's Auto-Body Shop” can be played to identify thecallee, asking the caller to stay on the line in order to be connectedthrough to the advertiser who is currently associated with the phonenumber dialed by the caller.

When the preference (813) of the caller is “no prompt,” the connectionserver can connect the caller to the advertiser associated with thephone number dialed by the caller without providing the prompt message.

Alternatively, the caller may set the preference (813) to let the systemdecide whether to play a prompt message. The connection server thendetermines (815) whether to play a prompt message based on a likelihoodof the call being not for a callee currently associated with the phonenumber, as illustrated in FIG. 15.

FIG. 15 shows a method to determine whether to play a prompt identifyingthe callee based on various indicators of the likelihood of a call beingnot for the callee who is currently associated with the phone numberbeing called according to one embodiment.

In FIG. 15, the connection server determines (841) whether the number ofcalls connected to the callee (the advertiser currently associated withthe phone number dialed by the caller) is less than a threshold within apredetermined period of time. If (843) the number of calls connected tothe callee is less than the threshold, a prompt message announcing theidentity of the callee is provided (853), not requiring the user to takean action; and the caller is connected (855) to the callee withoutfurther input from the caller.

In FIG. 15, the connection server determines (845) whether the telephonenumber dialed by the caller has received a high ratio of abnormal callswithin a period of time. If (847) a high abnormal ratio is detected, aprompt message announcing the identity of the callee is provided (853);and the caller is connected (855) to the callee.

For example, the connection server can compute real-time ratios fordifferent time periods of calls to the phone number dialed by the callerand comparing the ratios to the historical average computed over apredetermined period of time (e.g., the last 30 days). For example, theconnection server can calculate the ratio of short calls in callsreceived at the phone number in the last 5 minutes, last 30 minutes,last 6 hours, last 12 hours, and last 24 hours, etc . . . If any ofthese ratios are greater than the historical average over the last 30days multiplied by a factor, the connection server may consider thisphone number dialed by the caller “dirty”, since there is a highprobability that the caller dials the phone number with an intention toreach a party other than the advertiser currently associated with thephone number. Thus, a caller prompt that does not require the user totake action can be provided to reduce or avoid the chance of deliveringa dirty lead to the advertiser. After the ratios of abnormal calls fallback to the normal range, the caller prompt may not be needed.

One example of a dirty phone number is a misprinted number in anewspaper advertisement. Another example of a dirty phone number is aphone number that was previously allocated to a different advertiser.The connection server can perform the dirty phone number check based onthe ratio of abnormal calls and/or other indicators. For example, whenthe time duration between the presentation/allocation of a phone numberfor a previous advertiser and the presentation/allocation of the samephone number for the current advertiser, the phone number can beconsidered dirty and need a prompt. In one embodiment, the prompt mayallow the user to select from being connected to the current advertiserand being connected to the previous advertiser. A user input may beoptional, if the user wants to be connected to the advertiser who iscurrently associated with the phone number.

In FIG. 15, the connection server determines (849) whether the caller isoutside the service area of the advertiser associated with the number atwhich the current call is received. If (851) the caller is currentoutside the service area of the advertiser, a prompt message announcingthe identity of the callee is provided (853); and the caller isconnected (855) to the callee.

For example, if the caller is calling from a landline or a cell phonethat is determined to be currently outside the advertisement's servicearea, a prompt is played to identify the advertiser and/or the servicearea of the advertiser, without requiring the user to take an actionwhile the connection server makes the connection.

In one embodiment, the determinations made by the connection server, asillustrated in FIG. 15, can be performed in various different sequencesand combinations. More or less of the determinations of the likelihoodof a call being not for the advertiser who is currently associated withthe phone number being called can be implemented. Further, at least someof the situations may be selected to require a user input to confirm theconnection to the callee.

In one embodiment, local telephone numbers of a connection server areassigned dynamically to advertisements just in time when theadvertisements are requested for presentation. The use of localtelephone number in advertisements for connecting callers to therespective advertisers of the advertisements can increase call throughrates. For example, local telephone numbers can convert better than tollfree numbers in at least some situations.

In one embodiment, local telephone numbers of the connection server areassigned to the advertisements based on a number of considerations. Forexample, when the service area of the advertiser is small, a localtelephone number representative of the service area can be assigned tothe advertisement. For example, when the request for advertisementsincludes a location based query criterion, a local telephone numberrepresentative of the area according to the location requirement can beassigned to the advertisement. For example, information about thelocation of the end user to who the advertisement is to be presented canbe used to select the local telephone number. For example, the IPaddress of a query submitted from the end user can be used to determinethe location of the user and assign a local telephone numberaccordingly. A telephone call to the local telephone number may or maynot be toll free.

FIG. 16 shows a method to dynamically allocate local telephone numbersaccording to one embodiment. In FIG. 16, after receiving (861) a requestfor an advertisement, such as a search request, a service area of theadvertisement is determined (863). In one embodiment, the service areaof the advertisement is part of the specification of the advertisementand can be looked up from the advertisement database.

In FIG. 16, it is determined (865) whether the service area is smallenough to be represented by an area code and/or a prefix of a telephonenumber. If (867) it is small enough, a telephone number local to theservice area is allocated (869) for the advertisement; and the allocatedtelephone number is provided (881) with the advertisement as a responseto the request.

For example, when the service area of an advertisement is of a small,confined area, such as a zip code, city or region, the advertisement fora local area can be assigned a local telephone number according to theservice address of the advertisement. For example, when Greg queries fora car dealer in San Francisco, an advertisement of a car dealer can beassigned a local telephone number that is representative of the serviceaddress of the car dealer. When Scott executes the same query, the samelocal number is returned in the same advertisement.

In FIG. 16, if the service area of the advertisement is not of a small,confined area, it is determined (871) whether the request includes ageographic location requirement. If (873) the request includes alocation requirement, a telephone number local to the area according tothe geographic location requirement is allocated (875) for theadvertisement.

For example, the location modifier of a query can be used to select thelocal number that is to be returned as the contact information of theadvertisement. For example, Charlie's Boats has an advertisement with aservice area covering California. When Greg queries for a boat dealer inSan Francisco, the advertisement for Charlie's Boats is returned with alocal number (e.g., 415-243-xxxx) that is representative of the SanFrancisco city. However, when Scott queries for a boat dealer in LosAngeles, the advertisement for Charlie's Boats is returned with a localnumber (e.g., 310-944-xxxx) that is representative of the Los Angelescity. The telephone calls from Greg and Scott, received at the differentlocal numbers, can be connected to the same phone number of Charlie'sBoats. Alternatively, when Charlie's Boats have different offices inCalifornia, the telephone calls from Greg and Scott can be connected tothe nearest offices of Charlie's Boats.

In FIG. 16, if (873) the request includes no location requirement, ageographic location of the request is estimated (877) based oninformation identifying the source of the request (e.g., an IP addressof an end user). A telephone number local to the estimated geographiclocation is allocated (879) and provided (881) with the advertisement asa response to the request.

For example, when no location information was provided in a query, theIP address of the query can be used to derive a telephone number that islocal to the location from which the query is received. For example,Greg can execute a query from within San Francisco and be presented withan advertisement having a local telephone number (e.g., 415-243-xxxx)that is representative of the San Francisco city, while Scott can queryfrom Los Angeles and be presented with an advertisement having a localtelephone number (e.g., 310-944-xxxx) that is representative of the LosAngeles city.

For example, when the query is received from a cellular phone, acellular base station that is in communication with the cellular phonecan be used to estimate the location of the cellular phone. For example,when the request is received via a wireless access point, the locationof the access point can be used to estimate the location of therequester. For example, when the request is received via a demandpartner, the demand partner may provide a location indication about therequest. For example, a location preference of a registered user can beused to estimate the location for the query from the user.

In one embodiment, when no accurate location can be estimated for therequest to determine a local phone number, a toll free telephone numberis allocated for the advertisement that has a wide service area.

In one embodiment, to limit the cost associated with building andmanaging inventory of many local numbers required to have coverageacross one or more large geographical areas, local numbers withextensions could be used to uniquely represent different advertisersand/or other parameters to be tracked, such as the identities of thedemand affiliates, bid prices, etc.

For example, different tiers of services can be provided for demandaffiliates. For example, demand affiliate A that generates less than athreshold number of queries (e.g., one million a month) may be issuedlocal numbers of the connection provider with different extensions fordifferent advertisements. For example, demand affiliate B that generatesmore than a threshold number of queries (e.g., one million a month) maybe issued local numbers of the connection provider without an extension.

Whether an advertisement is assigned a local number without an extensionor a local number with an extension can be determined based on theperformance of the advertisement. For example, advertisements receivedgreater than a threshold number of calls (e.g., 100 calls a month) maybe assigned local numbers without an extension, whereas advertisementsreceived less than a threshold number of calls (e.g., 100 calls a month)can be assigned local numbers with extensions. For example, whether anadvertisement is assigned a local number without an extension or a localnumber with an extension can be determined based an earning potential ofpresenting the advertisement via the demand affiliate, or a bid price ofthe advertiser, or the current availability of clean local telephonenumbers.

FIG. 17 shows a method to provide a voice connection via a localtelephone number according to one embodiment. In FIG. 17, after arequest for an advertisement is received (901), a local telephone numberof a connection server is allocated (903) for the request. The localtelephone number is embedded (905) in the advertisement (with or withoutan extension). The advertisement is provided (907) as a response to therequest.

In one embodiment, responsive to a request from a user, a telephonenumber is selected from a plurality of telephone numbers of a connectionserver to match a location indicator of the request. The selectedtelephone number to be embedded in the advertiser and be used by theuser to initiate a telephone call to the connection server for furtherconnection to an advertiser of the advertisement. In one embodiment, theplurality of telephone numbers are local to a plurality of differentcities.

In one embodiment, the location indicator comprises a location searchcriterion submitted by the user as part of the request. In anotherembodiment, the location indicator of the request is determined based onan identifier of the user received with the request, such as a phonenumber of the user, an Internet address of the user, a member ID of theuser, etc. In one embodiment, the location indication of the request isdetermined based on a location of a wireless access point used by theuser to submit the request.

After a telephone call is received (909) at the local telephone numberof the connection server, a prompt message is provided (911) to thecaller based on an area represented by the local telephone number. Thecaller is further connected (913) to an advertiser of the advertisement.

In one embodiment, responsive to receiving the telephone call at thetelephone number of the connection server from the user, it isdetermined whether to play a prompt message to the user, based at leastin part on statistic data about telephone calls collected at theconnection server, such as a number of calls connected to the advertiserwithin a predetermined period of time, a number of abnormal callsconnected to the advertiser within a predetermined period of time, anumber of calls received from the user within a predetermined period oftime, etc.

In one embodiment, a prompt message is played in the telephone call tothe user in response to a determination that the number of callsconnected to the advertiser is below a threshold within thepredetermined period of time.

In one embodiment, a prompt message is played to the user in response toa determination that the number of calls received from the user withinthe predetermined period of time is above a threshold; and the telephonecall is connected to an interactive voice response (IVR) system or ahuman operator for an input from the user. After the required input isreceived via the IVR system or the human operator, the telephone call isconnected to the advertiser.

In one embodiment, responsive to receiving the telephone call at thetelephone number of the connection server from the user, it isdetermined whether to play a prompt message to the user based at leastin part on an average speed of making calls by the user during a periodof time. When the average speed is above a threshold, a prompt messageis played to the user in the telephone call; the telephone call isconnected to an interactive voice response (IVR) system or a humanoperator for an input from the user; and after the required input isreceived, the telephone call is further connected to the advertiser.

In one embodiment, responsive to receiving the telephone call at thetelephone number of the connection server from the user, it isdetermined whether to play a prompt message to the user based at leastin part on whether a valid telephone number of the user can bedetermined via an automatic number identification (ANI) service. When novalid telephone number of the user can be determined from the ANIservice, a prompt message is played to the user in the telephone call toterminate the telephone call.

In one embodiment, responsive to receiving the telephone call at thetelephone number of the connection server from the user, it isdetermined whether to play a prompt message to the user based at leastin part on a preference received from the user prior to the telephonecall. For example, the user may specify the preference of “no prompt”,“always prompt” or “let the system decide”. Different sets of optionscan be offered in different embodiments.

In one embodiment, the connection server can receive a first Voice overInternet Protocol (VoIP) call via a telecommunication carrier from theuser using the telephone number provided in the advertisement, determinea telephonic reference of the advertiser based on the telephone numberused receive the first VoIP call, initiate a second Voice over InternetProtocol (VoIP) call via a telecommunication carrier to the advertiserusing the telephonic reference of the advertiser, and bridge the firstand second VoIP calls to connect the user and the advertiser. In oneembodiment, a media connection that does not go through the connectionserver is established to connect the user and the advertiser and tobridge the first and second VoIP calls.

In one embodiment, responsive to receiving the telephone call at thetelephone number of the connection server from the user, a promptmessage in the telephone call is customized for the user based on ageographic area represented by the telephone number. For example, theprompt message can be customized to identify the advertiser when alocation of the user as determined for the telephone call is outside thegeographic area represented by the telephone number.

In one embodiment, the advertiser is to be charged an advertisement feeresponsive to the connection server connecting the telephone call of theuser to the advertiser; and the advertisement fee is determined based ona bid price specified by the advertiser.

From this description, it will be appreciated that certain aspects areembodied in the user devices, certain aspects are embodied in the serversystems, and certain aspects are embodied in a system as a whole.Embodiments disclosed can be implemented using hardware, programs ofinstruction, or combinations of hardware and programs of instructions.

In general, routines executed to implement the embodiments may beimplemented as part of an operating system or a specific application,component, program, object, module or sequence of instructions referredto as “computer programs.” The computer programs typically comprise oneor more instructions set at various times in various memory and storagedevices in a computer, and that, when read and executed by one or moreprocessors in a computer, cause the computer to perform operationsnecessary to execute elements involving the various aspects.

While some embodiments have been described in the context of fullyfunctioning computers and computer systems, those skilled in the artwill appreciate that various embodiments are capable of beingdistributed as a program product in a variety of forms and are capableof being applied regardless of the particular type of machine orcomputer-readable media used to actually effect the distribution.

Examples of computer-readable media include but are not limited torecordable and non-recordable type media such as volatile andnon-volatile memory devices, read only memory (ROM), random accessmemory (RAM), flash memory devices, floppy and other removable disks,magnetic disk storage media, optical storage media (e.g., Compact DiskRead-Only Memory (CD ROMS), Digital Versatile Disks, (DVDs), etc.),among others. The instructions may be embodied in digital and analogcommunication links for electrical, optical, acoustical or other formsof propagated signals, such as carrier waves, infrared signals, digitalsignals, etc.

A machine readable medium can be used to store software and data whichwhen executed by a data processing system causes the system to performvarious methods. The executable software and data may be stored invarious places including for example ROM, volatile RAM, non-volatilememory and/or cache. Portions of this software and/or data may be storedin any one of these storage devices. Further, the data and instructionscan be obtained from centralized servers or peer to peer networks.Different portions of the data and instructions can be obtained fromdifferent centralized servers and/or peer to peer networks at differenttimes and in different communication sessions or in a same communicationsession. The data and instructions can be obtained in entirety prior tothe execution of the applications. Alternatively, portions of the dataand instructions can be obtained dynamically, just in time, when neededfor execution. Thus, it is not required that the data and instructionsbe on a machine readable medium in entirety at a particular instance oftime.

In general, a machine readable medium includes any mechanism thatprovides (i.e., stores and/or transmits) information in a formaccessible by a machine (e.g., a computer, network device, personaldigital assistant, manufacturing tool, any device with a set of one ormore processors, etc.).

Aspects disclosed may be embodied, at least in part, in software. Thatis, the techniques may be carried out in a computer system or other dataprocessing system in response to its processor, such as amicroprocessor, executing sequences of instructions contained in amemory, such as ROM, volatile RAM, non-volatile memory, cache or aremote storage device.

In various embodiments, hardwired circuitry may be used in combinationwith software instructions to implement the techniques. Thus, thetechniques are not limited to any specific combination of hardwarecircuitry and software nor to any particular source for the instructionsexecuted by the data processing system.

In this description, various functions and operations are described asbeing performed by or caused by software code to simplify description.However, those skilled in the art will recognize what is meant by suchexpressions is that the functions result from execution of the code by aprocessor, such as a microprocessor.

Although some of the drawings illustrate a number of operations in aparticular order, operations which are not order dependent may bereordered and other operations may be combined or broken out. While somereordering or other groupings are specifically mentioned, others will beapparent to those of ordinary skill in the art and so do not present anexhaustive list of alternatives. Moreover, it should be recognized thatthe stages could be implemented in hardware, firmware, software or anycombination thereof.

Although the disclosure has been provided with reference to specificexemplary embodiments, it will be evident that the various modificationand changes can be made to these embodiments without departing from thebroader spirit as set forth in the claims. Accordingly, thespecification and drawings are to be regarded in an illustrative senserather than in a restrictive sense.

1. A method, comprising: responsive to a request from a user, selectinga telephone number from a plurality of telephone numbers of a connectionserver to match a location indicator of the request; embedding thetelephone number in an advertisement, the telephone number to be used bythe user to initiate a telephone call to the connection server forfurther connection to an advertiser of the advertisement; and providingthe advertisement with the telephone number of the connection server asa response to the request.
 2. The method of claim 1, wherein theplurality of telephone numbers are local to a plurality of differentcities.
 3. The method of claim 1, wherein the location indicatorcomprises a location search criterion submitted by the user as part ofthe request.
 4. The method of claim 1, further comprising: determiningthe location indicator of the request based on an identifier of the userreceived with the request.
 5. The method of claim 4, wherein theidentifier of the user includes a phone number of the user, an Internetaddress of the user, or a member ID of the user.
 6. The method of claim1, further comprising: determining the location indication of therequest based on a location of a wireless access point used by the userto submit the request.
 7. The method of claim 1, further comprising:responsive to receiving the telephone call at the telephone number ofthe connection server from the user, determining whether to play aprompt message to the user based at least in part on statistic dataabout telephone calls collected at the connection server.
 8. The methodof claim 7, wherein the statistic data includes a number of callsconnected to the advertiser within a predetermined period of time; andthe method further comprising: playing the prompt message to the user inthe telephone call when the number of calls is below a threshold withinthe predetermined period of time.
 9. The method of claim 7, wherein thestatistic data includes a number of abnormal calls connected to theadvertiser within a predetermined period of time.
 10. The method ofclaim 7, wherein the statistic data includes a number of calls receivedfrom the user within a predetermined period of time; and the methodfurther comprises: playing the prompt message to the user when thenumber of calls received from the user within the predetermined periodof time is above a threshold; connecting the telephone call to aninteractive voice response (IVR) system for an input from the user; andin response to an input received via the IVR system, further connectingthe telephone call to the advertiser.
 11. The method of claim 1, furthercomprising: responsive to receiving the telephone call at the telephonenumber of the connection server from the user, determining whether toplay a prompt message to the user based at least in part on an averagespeed of making calls by the user during a period of time; playing aprompt message to the user in the telephone call when the average speedis above a threshold; connecting the telephone call to an interactivevoice response (IVR) system for an input from the user; and in responseto an input received via the IVR system, further connecting thetelephone call to the advertiser.
 12. The method of claim 1, furthercomprising: responsive to receiving the telephone call at the telephonenumber of the connection server from the user, determining whether toplay a prompt message to the user based at least in part on whether avalid telephone number of the user can be determined via an automaticnumber identification (ANI) service; and playing a prompt message to theuser in the telephone call to terminate the telephone call when no validtelephone number of the user can be determined from the ANI service. 13.The method of claim 1, further comprising: responsive to receiving thetelephone call at the telephone number of the connection server from theuser, determining whether to play a prompt message to the user based atleast in part on a preference received from the user prior to thetelephone call.
 14. The method of claim 1, further comprising: theconnection server receiving, via a telecommunication carrier, a firstVoice over Internet Protocol (VoIP) call from the user using thetelephone number provided in the advertisement; determining a telephonicreference of the advertiser based on the telephone number used toreceive the first VoIP call; the connection server initiating, via atelecommunication carrier, a second Voice over Internet Protocol (VoIP)call to the advertiser using the telephonic reference of the advertiser;and bridging the first and second VoIP calls to connect the user and theadvertiser.
 15. The method of claim 14, wherein the bridging of thefirst and second VoIP calls includes establishing a media connectionthat does not go through the connection server to connect the user andthe advertiser.
 16. The method of claim 1, further comprising:responsive to receiving the telephone call at the telephone number ofthe connection server from the user, customizing a prompt message in thetelephone call for the user based on a geographic area represented bythe telephone number.
 17. The method of claim 16, wherein the promptmessage identifies the advertiser when a location of the user asdetermined for the telephone call is outside the geographic arearepresented by the telephone number.
 18. The method of claim 1, whereinthe advertiser is to be charged an advertisement fee responsive to theconnection server connecting the telephone call of the user to theadvertiser; and the advertisement fee is determined based on a bid pricespecified by the advertiser.
 19. A machine readable media embodyinginstructions, the instructions causing a machine to perform a method,the method comprising: responsive to a request from a user, selecting atelephone number from a plurality of telephone numbers of a connectionserver to match a location indicator of the request; embedding thetelephone number in an advertisement, the telephone number to be used bythe user to initiate a telephone call to the connection server forfurther connection to an advertiser of the advertisement; and providingthe advertisement with the telephone number of the connection server asa response to the request.
 20. A system, comprising: means forselecting, responsive to a request from a user, a telephone number froma plurality of telephone numbers of a connection server to match alocation indicator of the request; means for embedding the telephonenumber in an advertisement, the telephone number to be used by the userto initiate a telephone call to the connection server for furtherconnection to an advertiser of the advertisement; and means forproviding the advertisement with the telephone number of the connectionserver as a response to the request.